A revolution in ad testing
Ken RobertsForethought Research
Communications should change a business outcome, such as increasing market share, but strategies need to be measured on both buyers' rational and emotional drivers.
A generation ago, global brands needed consistent metrics for comparison of communications across categories, products and time. These metrics were reported to executives, who became trained to understand them. At the time they were the best available tools, becoming generally accepted practice.
But these measures have now been superseded by advances in understanding how decisions are made. We now know that to activate a consumer's intention to...