Formal quality—what is that?

Formal quality includes all advertising material components that provide shape or meaning. Benefits: Formulas and indicators can measure the use and application of text and design elements based on scientifically supported reference values, accepted insights, and established rules. For example: The tachistoscope not only helps objectively measure reading time rankings, but can also determine which size, shape, font and base color combinations are easy or difficult to read, and how much more reading energy may be required.

Can advertising media really be objectively evaluated?

Yes, if we look at formal aspects, and if the subjective (human) component has no opportunity to influence the results. That’s why our Dialog Structure Measurement is completely formula-based. DSM experts add their comments and tips for optimization only after the materials have been evaluated by the system.

What is DSM based on?

DSM is based on generally accepted insights that have become established standards, from a variety of scientific disciplines, including psychology, brain research, perception research, and design theory.

Which media/advertising types can be put through a DSM analysis?

The DSM set consists of roughly 50 media tools that can evaluate almost any advertising and information type, such as ads, posters/billboards, mailings, self-mailers, folders/brochures, TV/radio ads, websites and newsletters.

Can these evaluations be geared toward particular target groups?

Yes, DSM assessments can simulate many objectives, such as general areas (B2B/B2C), communication types (image, promotion, sales, hard-selling), and different media/advertising material types. Industry, target group, and typology keys deliver important additional data and allow for a more differentiated analysis of the results.

Does the DSM assessment compete with proven/established market research approaches?

No, to the contrary. In many cases it is a useful addition. Due to its independent approach (focusing on the formal quality, not on the subject), the DSM assessment is often used as a quick indicator that delivers reliable results within just a few hours.

Should the advertising material be finished, or can concepts or ideas be assessed as well?

The strength of DSM assessment lies in its proactive use. Even rough layout data or text manuscripts are sufficient for the assessment. The concept can then be optimized in a targeted manner, based on the results of the analysis.

What does the term “actionable concept reserve” mean?

The concept reserve receives a percentage value in the DSM protocol. This percentage indicates how much the reviewed material can be improved within the existing concept, based on expert recommendations. DSM-optimized advertising materials are often exceptionally successful in the market.

“The objective analysis provided by the Dialog Structure Measurement is very useful. The additional recommendations, the perfect ratio of complexity and practicality make this assessment extremely relevant, and measures can be easily implemented.”

– Gudrun Jay-Bößl, CEO GJB Kommunikation GmbH –

Institut für Kommunikations-Analyse
und -Optimierung

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