Phoenix Unveils AdPi Ad Measurement Scorecard

US research agency Phoenix Marketing has introduced the AdPi (Advertising Performance Indicator) Express scorecard, a tool to enable insurance companies to measure the effectiveness of their print and TV ads.

AdPi Express offers a national sample of at least 200 purchasers to test four finished TV and/or print ads from client insurance companies or their competitors. The results are available in 24 hours, and include both quant and qual insights on several attributes - including effectiveness of the message, degrees of cognitive and emotional connection, brand portray and recall, and likelihood of the consumer to take action.

Every quarter, Phoenix's researchers and analysts will test print and TV ads and update category-specific norms.

Anne-Marie Duffy (pictured), President of the firm's Communications and Brand Analytics Practice, clients can use the service to 'make strategic and tactical adjustments, conduct in-market disaster checks, and perform ad rotations quickly and effectively.'

Web site: www.phoenixmi.com .