Considering the question where are the limits to creation, either advertising or in the fiction, a possible answer is in the reception. The way in which the constituent aspects of an audiovisual message are decoded and interpretated by the recipient, that is, how people react in front of certain hearing or visual stimulus, becomes one ofthe límits to the effectiveness of the product. And this must be considered by the creator. In this presentation we want to introduce the PARC (the platform of analysis of the reception in communication) a tool developed by the Simbol Group, of the Department of Audiovisual Communication and Advertising of the UAB. PARC is a computer publication that enables you to prepare and manage different types of reception tests,in the general context of experimental research or semi experimental orientated to the study ofthe influence of the communication phenomena in the reception process