Advertising Testing

Vikas Chanani

Vyas Venugopalan

Vijayant Dhaka

Ayushman Pandey

"Advertising must be an investment not an expense"

-Tom Egelhoff

In simple terms your advertising has to not only pay for itself but make a profit for your business just like a good stock or mutual fund.

What? Why

?When?

Where? How

?

Advertising Testing

What is Ad testing

It is presentation of creative advertising materials to individuals within a target market to measure the effectiveness/impact, perception, or targeting of a series of, or a single advertisement in a given market.

Attributes most often tested include:◦ Memorability ◦ Liking (or "affect")◦ Persuasiveness◦ Consumer identification with settings or situations◦ Understanding of the appeal and◦ Brand integrity.

Logos or tag lines can be tested in a similar manner.

In all industries from Products to Services where they can test ads in any advertising media including print, TV/Cable, radio, billboard, internet or others.

To find out which advertising headlines, creative executions and messages will resonate with customers.

Get the most out of your ad dollars – Launching a multimedia advertising campaign is costly.  Getting feedback from the target market prior to launching an ad can help ensure success.

Focus the message – Test a variety of messages to see which are most appealing to your target market.

Weigh your options – Let your customers, targets and key stakeholders provide valuable input.

whether the ad is entertaining / informative whether people will like to watch it again

and again Whether a 60 sec communication can be

reduced to a 30/15/10 sec commercial. If so, which parts can be removed What is the impact of celebrity on the ad Is the celebrity a proper fit Is the span of interest good till the product

window

It can be used at any stage of the advertisement development process including

◦ Conceptualization,

◦ Story board, or

◦ Final stages

It is a type of Experimental research which can be done through qualitative and quantitative methods:

Qualitative includes:◦ Focus Groups also called as AdChek◦ In depth Interviews

Quantitative includes:

Internet (in most cases) Face to face

Research Objective will be:

To assess or evaluate the…

Persuasiveness: will the offering and the words make people want to buy?

Communications: is the point we want to make the point that really comes across?

Recall: Will customers remember our message among all the others in the media when it comes time to buy?

Self-Involvement: Does the message strike personal emotional chords with the people it targets? Do they see themselves as needing/desiring what we offer?

Credibility: Does the message sound believable to those it targets?

Clarity: Is the message(s) comprehensible?Tastefulness: Would the copy turn anyone off? Does it

appropriately reflect our company?Stimulation: Does our message make our

products/services stand out creatively so it will be noticed among thousands of others?

http://survey.millenniumresearchinc.com/AdTesting-MillenRes.htm

http://intellisurvey.com/run/demo_adtest

"Advertising is salesmanship in print"   Sure, today it might actually be more than just print.  For

example, it could be a television ad, a radio ad, or a website.

But the point is the same - it's just a way to multiply your effectiveness as a "salesman" by presenting your sales pitch to hundreds, thousands, even millions at the same time.