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.
How to Redefine Customer Loyalty With Churn Analysis
To brand marketers, fostering brand loyalty is a major objective. It’s a commonly held belief that the loyal customer is a brand’s greatest asset—worth far more than the brand switcher, both in terms of the premium prices that they will pay and the marketer’s ability to maintain a stable sales base. However, often marketers assume that an unchanging share of market implies stability in consumers’ brand purchasing habits....
Mapping the chain of influence on consumer choice
With billions of dollars being spent annually on advertising by major U.S. advertisers, there is no question that advertising plays a vital role in building brands and influencing consumer choice. While this principle is widely accepted, nearly every advertiser is charged with quantifying the specific return on investment that advertising and integrated marketing communications generates for brands in-market. Further, marketers are...