Socratic Technologies Expands Advertising Practice

SAN FRANCISCO, Aug. 9, 2013 /PRNewswire/ -- Socratic Technologies announced today that it is adding new modeling capabilities to enhance its existing suite of digital research tools and methodologies. This will include the creation of a dedicated practice devoted solely to the measurement of advertising throughout its entire lifecycle—from target market identification and message development, through concept evaluation and launch effectiveness, and finally through ongoing ad effectiveness tracking.

The new practice will be headed by Paul Shellenberg, formerly a senior partner of 19 years with Bruzzone Research in Alameda, CA. For more than two decades, Bruzzone amassed a normative database of thousands of ad tests. Using 52 diagnostic measures, tests showed how effective an ad was in breaking through cognitive clutter and aiding in the recollection of the name of the advertiser, and demonstrated whether the ad was successful in increasing buying interest.

Shellenberg now brings the Bruzzone Model and its measurement database to Socratic. This model will enhance Socratic's strong technology portfolio of online diagnostic and measurement applications for the testing of all forms of advertising, and will augment the full range of assessments available.

"We are very pleased to add this valuable database and performance model to our advertising research efforts," said Michael Gray, president of Socratic Technologies. "The ability to measure how well creative is being executed on so many performance variables will greatly enhance our ability to tell our clients not only whether or not an ad is changing opinions, but also why."

"Socratic has always regarded Bruzzone's advertising recognition and effectiveness testing model as the authoritative measure of ad performance," said Bill MacElroy, chairman of Socratic Technologies. "We were very saddened to learn of founder Don Bruzzone's recent passing, but are delighted that Paul Shellenberg will be carrying on this important work with us."

Email Paul at paul.shellenberg@sotech.com or call him at 415-430-2200 for more information about Socratic's full service offering for advertising testing.

About Socratic Technologies, Inc.

Socratic Technologies, Inc. is a leader in the science of computer-based and interactive research methods. Founded in 1994 and headquartered in San Francisco, it is a research-based consultancy that builds proprietary, interactive tools that accelerate and improve research methods for the study of global markets. Socratic Technologies specializes in product development, brand articulation, and advertising research for the business-to-business and consumer products sectors.
sotech.com

CONTACT: Michael Gray
michael.gray@sotech.com
(415) 430-2200

SOURCE Socratic Technologies