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JANUARY 1999
Ad Page Exposure - APX
by Paul Di Lillo
Methodological Approach
The Perfect Coupon method of advertising page exposure (APX) is used by Beta Research to evaluate Ad Page Exposure for mass publications, direct mail companies and specialty or other publications. Briefly, this means that a genuine five dollar check (or other denomination) is affixed to an advertising page in test copies mailed to recipients. A cancelled check - bearing the endorsement of the payee - is proof that the recipient was exposed to the particular page(s) in the issue. True exposure is always understated by the Perfect Coupon technique because it does not account for:
- multiple exposures to a page by different individuals
- repeat exposures to a page by the same individual
- respondents who were exposed to the page but who did not cash the check
The study is executed entirely by Beta Research Corporation, whose representatives observe and supervise each operation. The procedure for conducting a Perfect Coupon (APX) study requires the following steps:
- selecting a random and representative sample
- selecting the issue (copy) for the study
- selecting positions to be studied
- having a special checking account available
- inserting checks into test copies
- adjusting raw scores
Selecting a Random and Representative Sample
Beta Research Corporation makes arrangements with the client for the supervision of the survey. A representative of Beta Research personally goes to the magazine printing plant to ensure that no recipient receives more than one copy of the test issue that month. The universe from which the sample issue is drawn is the circulation base of the mailer.
The Check
Double-voucher checks in the denomination of $5.00 (or other) are made out to each recipient who will receive the test copy. The checks are of standard stock and color, and the names of the recipients utilized in the test are handwritten in black felt pen on the checks. The voucher portion of the checks contains the statement, "This is a real check," followed by a brief description of the study and directions for the recipients to complete the reverse side. The reverse side of the check can contain the statement, "Your answers to these questions will be most helpful."
The Test Copy
The test copies are identical in outward appearance to the regularly mailed copies, except that each test copy contains a check with a voucher. All of the advertising pages (except the back page) are utilized to carry the test checks - resulting in various positions within the book. Each check in the sample is systematically allocated to a specific position in the test issue. Since the list galleys are furnished by the client in zip code order, each page position has geographic representation (if so desired).
Having A Special Checking Account Available
Beta Research Corporation maintains a special checking account with Long Island Commercial Bank for studies of this type. Special checks are printed so that the names can be handwritten. The bank provides weekly statements of disbursements, as well as the cancelled checks themselves.
Inserting Checks Into Sample Copies
Checks are affixed on ad page positions. Each recipient in the sample (usually) has only one check in his/her copy. However, by rotating the position of the checks throughout every position selected for the study, all eligible positions are represented proportionately.
Test Period
The test period typically lasts for ten weeks. Checks received after the cutoff date are usually not included in the study.
APX Normative Database
- 29.3%All Consumer Publications
All Non-Physician Healthcare
- 33.7%Professional Publications
- 26.5%All Physician Publications
- 27.6%Single-Sponsored (excluding financial)
- 24.2%Multi-Sponsored (excluding financial)
All Physician Publications Editorial Content
- 23.6%All Clinical Publications
- 29.5%All Non-Clinical Publications
Range of Scores: All Publications
- 75.6%High Score to date (including financial)
- 9.1% Low Score to date (including financial)
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