Advertising is one of the key supports of an organization’s brand. Ineffective advertising weakens the brand and wastes resources. Thus, is it imperative that companies develop strong ad campaigns, based on advertising testing, to ensure that the advertising is effective and supports the brand. It is also important to then monitor the effectiveness of this advertising over time, and refresh or re-direct the advertising approach when the market changes or when the organization’s offerings demand it. Below are two of the types of advertising research we offer, among others:
Advertising Awareness and Effectiveness Testing
Purpose and Benefits
The first step in creating a product or brand that has high perceived value is generating high awareness, and advertising is the primary means for doing this. Advertising awareness testing shows how well, or how poorly, your investment in advertising is working in generating awareness among key audiences. Our testing shows you where you stand against your competitors and how you’re doing over time in building awareness. This research also identifies red flags regarding the effectiveness of your message and creative execution by tracking message recall. This is type of research is the cornerstone for increasing awareness and developing a strong brand.
Key Questions Answered
- Is our advertising reaching our target audience?
- What messages are being received by customers?
- Is the intended key message getting through?
- Where is the advertising being seen or heard?
- Which communications channels are not working?
- What are the competitors’ levels of advertising awareness?
- What are the trends of competitor advertising versus ours?
Research Techniques
- Web or telephone survey
- ANOVA testing to determine significance of changes in awareness
New Ad Concept Testing
Purpose and Benefits
Not only is advertising a huge budgetary item, but it is also the face your organization presents to the world. Advertising is the primary means for delivering your organization’s core message, and its brand identity and position to the marketplace. Thus, it is imperative that the advertising developed by your creative team deliver the right message clearly and in a compelling way, and that it reflects who you are as an organization. By conducting research during the creative development process, we work with our clients to ensure that the advertising campaign will clearly define who they are and what are their key benefits to their audiences.
Key Questions Answered
- What is the most compelling message to communicate to our audience?
- What is the best creative for delivering this message?
- What approach will clearly differentiate us from our competitors?
- What language is most clear and impactful in delivering this message?
- What language should be avoided?
Research Techniques
- In-person focus groups/triads & dyads
- Web focus groups
- One-on-one, in-person interviews
- Web real-time interactive phone interview
- Web survey