Ad Work (Advertising Testing)

"Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals."
- David Ogilvy, Ogilvy on Advertising, 1983, New York: Crown Publishers, p. 158.

An effective ad must capture the attention of the audience; it must be well branded so the consumer properly attributes the message only to the sponsor’s product or service; and it must motivate the consumer to move closer to the sale.

An ad can be funny, clever, or eye-catching, but not necessarily be effective. With changes in consumer demographics and lifestyles to changes in technology and new media sources, it’s a challenge to develop advertising that cuts through the clutter, supports your brand strategy, and ultimately drives consumers to your product. For instance, we all know of the Geico ads, but are they actually selling more insurance?

With AdWork™The Marketing Workshop, Inc. has solutions to help develop insights and understanding into what communications strategies work, whether messages are reaching your target market or not, the impact the message is having, which media is most effective (e.g. online for younger, TV/newspapers for older), and to ultimately track an ad to determine if it is working and improving ROI.

From ideation to concept and communications tests we offer qualitative and quantitative methodologies for both consumer and B2B markets that measure and test the effectiveness of your marketing message. Following is our AdWork™ approach to Advertising Research:

Ideation: A good approach to help a company save on advertising dollars is to begin the ad testing process early on and take fewer, better ads to finished testing. With ideation sessions you can identify strong executions and strong ideas early on. Focus groups or IDI’s could be conducted to gather ideas using a variety of creative techniques.

Creation: Concept Testing –With Concept Testing you can test the effectiveness of several ads/messages before you invest the time and money in creative development. You could also test the relative effectiveness of competing market positioning concepts and statements.

Confirmation: Ad/Communications Testing – Designed to diagnostically test the effectiveness of an execution in communicating a specific message and creating cognitive, emotional and behavioral responses across single and combined media.

Revelation: Ad Tracking – Once commercials go on air, the best way to know if the advertising is working is tracking research.

Click here to open a full description of the AdWork™ process. (.pdf file)

The Marketing Workshop, Inc…
…Research that Works

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