Ads may and should be (re)tested in different stages of development – from storyboard to fully finalized commercial. Both pre-tested and post-tested materials need to be benchmarked against at least one competing advertisement. Our methodology provides a measure of whether an execution will be effective. It also identifies elements that should be changed in order to maximize performance. We can determine whether an ad is noticeable, relevant, understandable, enjoyable, likeable and informative enough and decide how some of these aspects should be enhanced.