Can a printed format work on screen?

"IKEA wanted to test if it is possible and efficient to use daily printed ads in TV instead of through printed media as usual" says Philip Mascher, project manager at Forsman & Bodenfors.

"We pre-tested our idea with Zapera," he says. The survey was among other things based on whether the message was perceived correctly. Did it correspond with IKEA’s basic values? Is it obvious that it is a temporary offer? Does it endorse a buy?

The choice of the conductor of the surveys was obvious as we had a narrow timeframe. Two days later we received the final report. What was the result and how did the activity work in the warehouses? The answers to these questions IKEA wants to keep a secret.

"But the conclusion to this must be that Zapera is a good tool when pre-testing a message in a realistic way as the respondents can view the advertisement in their own screen whenever they have time," says Philip.

Source: Zapera News, Issue 22, May 2006