Focus pre-testing on outcomes to improve ad effectiveness

The debate about pre-testing ads is now stymied over how to measure subconscious take-out. But focusing purely on the subconscious merely changes one blinkered view for another.

Focus pre-testing on outcomes to improve ad effectiveness

Spike Cramphorn

Clearly, the purpose of advertising is to change people's mindset; in particular, to enhance predisposition to 'purchase' the brand.

Until recently, most advertisers believed advertising was a rational process. They devoted effort and money to measuring the notional conscious steps in the process. Then this belief was overturned – it is largely our subconscious, emotional feelings that decide outcomes and what we say consciously about things is generally a rationalisation of unconsciously-formed feelings.

The debate about pre-testing ads is now stymied over how to measure subconscious message take-out. However, to...

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