A More Purposeful Use of Norms
In advertising evaluation, as in much of market research, norms are a critical tool that provides valuable context. ‘Your ad scored 27%’ on a particular measure isn’t very helpful, let alone actionable, without a frame of reference – and that’s where norms come in! However, there are a few important caveats around norms that today’s time-pressured business decision makers often fail to take into consideration. First, the usual...
Is Advertising Research Focusing on the Wrong Side of the Equation?
For advertising to succeed, the creative content matters. Of course it does; few would argue that good ads are not more effective than mediocre, or bad, ads. But looking at all the emphasis on media placements in in-market advertising research, you’d think media placement issues are all that count.
Endangered Brands and Their Common Advertising Measurement Oversight
What marketers don’t track, they cannot diagnose or act upon – but should.
How Advertising Works Today
The ARF just released the results of their ‘How Advertising Works Today’ study, touted as the most extensive industry study in more than 25 years. We were gratified to see that their findings line up very closely with ours – and mirror how we have for years been advising clients to optimize their advertising campaigns and spending allocations…
Design for Your Viewer and Their Goals
While there are many other topics to consider when designing data visuals, taking into consideration these “three Ds” can provide the initial guidance necessary for presenting data in a way that is effective, aesthetically-pleasing, and clear.
The Perils of Copy Testing in Today’s Advertising Environment
Advertisers spend millions of dollars copy testing ad executions before in-market launch, often testing in rough stages to avoid producing a commercial that could potentially be a weak performer. This research investment is widely regarded as prudent, to ensure that the investment isn’t wasted on advertising that may not perform. However, for the copy testing investment to be sound, it has to result in good decisions – which means...