Services

ASI Market Research, Inc.

One Stamford Plaza
263 Tresser Blvd., 12th Floor
Stamford, CT 06901
Phone: (203) 328 7000
Fax: (203) 323 6698
www.ASIResearch.com

Contacts:
Marianne Foley - Interactive/Online Research
Simon Dratfield - IPSOS-ASIRAS
Bill Moult - President and CEO

Services that Support Advertising Decisions

IPSOS-ASI is the largest and longest-established market research organization in the country specializing in entertainment and advertising research. ASI currently has three divisions:

1. Advertising Research Division offers a wide range of information for advertisers from suggestions on targeting desired audience demographics to defining the actual sales effect of a particular advertisement. The following services are offered by this division:

a. ASI APEX System offers a set of methods, measures, and analytic models for evaluation of television commercials. APEX provides recall and persuasion measures to evaluate the bottom-line selling potential of the advertising, supported by a strong set of diagnostic measures to tell advertisers what works, what doesn't work, or how to make it work better.

b. Kid's Copy Testing System measures the effect of advertisements produced for children and is based on the difference between children's and adult perceptions and responses.

c. CRW+ is designed to measure and analyse viewers' responses to TV advertisements through structured one-on-one interviews and is commonly known as the "window" into the mind of a consumer.

d. Targeted Copy Testing is aimed at measuring responses of narrowly defined groups of consumers, such as children, teens, the mature market, affluent households, product or brand users, frequent fliers, sufferers of chronic ailments, etc.

e. Targeted Print Testing is designed to provide multiple measures of print advertising effectiveness among a selected group of respondents that includes communications efficiency and communications effectiveness and contains a diagnostic measure to understand why the advertisement performed as it did.

f. Print Plus^{^SM} is an in-home, in-magazine advertisement testing system to measure day-after recall, communication and persuasion.

g. Copy Effect Index^{^SM} is a weighted combination of IPSOS-ASI recall and persuasion scores, indexed to their respective norms. It is designed to provide a single, evaluative copytest measure with a demonstrated relationship to sales results.

h. Brand Equity Analysis evaluates all that a particular brand has come to represent in the public mind by measuring consumers' behavior and their attitudes towards the brand.

2. Entertainment Research Division provides advertisers with information on particular shows, using such methods for gathering this information as instantaneous reaction dials, focus groups, telephone surveys, and cable tests.

3. New Media Research Division reflects the advanced technology of today and offers constantly updated and refined information on advertisements in the emerging media industries, such as on-line services and interactive TV.

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