Copy Testing Without Accountability
Most advertisers would love to know in advance whether the new ads in which they invest so much were going to actually work in-market. So they copy test, often testing several different concepts, selecting a winner, and then fine-tuning on the basis of the diagnostic feedback they gain.
Connecting consumer preconceptions and advertising engagement
Why is it that some individuals choose to engage with a particular ad while others ignore it all together? That’s the million-dollar question. Creators of advertisements strive to ensure that their ads secure the attention of the widest possible swath of consumers within their target audience. With that said, not all consumers are created equal when it comes to the likelihood of engaging with a specific ad for which they have exposure...
Will Your New Creative Approach Succeed In-Market?
Dramatic shifts in the world of advertising have created even more pressures on copy testing, with advertisers needing more rapid feedback in a fast-moving world, and the expansion of online branded content requiring ever more copy be produced, including copy that is highly customized for specific audience segments.
Turning the Advertising Spigot to ‘Off’ – What Would Really Happen to Your Brand?
Conventional wisdom says you’d better not stop advertising – if you go dark for any significant period of time, your brand is sure to suffer. But is this really the case? Could your brand actually coast along just fine without advertising for up to a year or more? We quantify what happens when consumers don’t see a brand’s advertising. And mostly, brands do suffer without advertising, and the effects start to occur within a relatively...
TV Commercials: Why Creative is King
Most advertisers and ad researchers behave as if there’s more power in how much you spend and where you spend it than in the creative that you get in front of those eyeballs.
Advertising That Builds Brands
The first step for advertisers should always be getting in front of the target, but the ultimate objective must be to produce changes in attitudes and behaviors. While advertising needs to stand out and engage the viewer, it should be persuading them as well Do you want viewers to walk away thinking, “Wow, great ad!” or to walk away thinking, “Wow, I really want one of those!”?