Quantifying creative contributions. Advertising pretesting's new generation

Flemming Hansen

This paper briefly reviews the historical development of advertising testing, with particular emphasis on those above-mentioned measures that have survived and which are of practical use in contemporary testing.

Quantifying creative contributions. Advertising pre-testing's new generation

Flemming Hansen Gallup A/S, Denmark

INTRODUCTION

Strategic, executional and budgeting decisions on advertising require a mixture of quantitative and qualitative evaluations prior to the full scale start of the campaign. Recent developments in media planning have created a demand for uniform quantitative campaign effect measures. At the same time, the realisation that different advertising in different areas works differently has directed advertising research towards measures selected specifically for the campaign being tested. The paper describes how a new generation of advertising pretesting is growing to cope with these issues.

Advertising testing...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands