Newspaper Impact Measurement Service (NIMS)

More money is spent on newspaper advertising than on any other medium. Yet newspapers are an often neglected element of the marketing mix. Newspaper Impact Measurement Service (NIMS) is our in-home, in-context evaluative and diagnostic tool for testing ads in a realistic environment in current newspaper issues. Similar to the basic Impact methodology, respondents are recruited by telephone and asked to read that day's issue of the newspaper containing the test ad as they normally would. Respndents are recontacted by phone later that day and taken through the core Impact measures without looking at the newspaper. They are then asked to look at the test ad again as they are administered the diagnostic portion of the questionnaire. NIMS has been used to test in both national and local publications and is employed extensively to test B2B as well as consumer ads. Reports include tabulations of all data relative to norms, verbatim respondent playback, a performance summary and a diagnostic analysis based on G&R's proprietary database of success factors.

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