Pre-testing, copy testing: Methods

 

An analysis is performed on the results of 50 recent real-world TV advertising tests conducted by Information Resources, Inc. to update the findings of Lodish et al. [Journal of Marketing Research 32,

This article discusses digital advertising, in terms of what it assumes, how it works and how it can be measured. It argues that the framework for digital fits in with the model emphasising persuasion ...

Only half of commercials work positively, and some are even negative. Despite this, few ads are tested, while sales response is also a poor indicator of effectiveness, because of uncontrollable variab ...

Based on 872 cases from across the globe, this study looks at the relationship between ads that experienced a rise in sales (market share), and their Millward Brown Link™ scores in terms of persuasion ...

This paper describes FacetraceTM, a method for measuring emotions from facial expressions. The paper outlines what led to the construction of the technique, and the psychological theory underpinning i ...

Sue Burden, head of Brand and Communications Research at TNS UK, describes how pre-testing can be used with ads that are trying to be totally original and unexpected. Using the Sony Bravia TV 'Paint' ...

Chuck Young and Amy Shea Hall, Ameritest, examine two examples of branded entertainment films from BMW (both withdrawn despite creating unqualified buzz). They contend that one of the films 'worked', ...

The take up of personal video recorders (PVRs) is seen as one of the greatest threats to TV advertising. In this article, Dr Alastair Goode reports on DUCKFoOT's research into the effects of fast-for ...

Graham Page, global director of research and development at Millward Brown, attempts to look behind the buzz of neuroscience for copy testing, and examine what the technology really can deliver. He r ...

William Landell-Mills, a director of arnold+ Bolingbroke, argues that much current qualitative advertising research is asking the wrong questions - that we should not be looking for deep, hidden effec ...

John Kastenholz, from Unilever (USA), and Charles Young, Ameritest, contend that there are ways of managing creativity and producing TV advertisements that are superior to the competitors (and beat th ...

Tim Broadbent, director of BrandCon Ltd, argues that little has changed in the world of pre-testing in the last forty years. Pre-testing is not predictive (of sales, anyway), and usually misused (dif ...

Spike Cramphorn, chairman of add+impact®, believes that pre-testing can improve campaign decisions but not in the way it has been done so far. He outlines the theory and methodology for evaluating an ...

This article builds a framework for a new approach to copy testing, based on a theoretical model of advertising that brings affective measures to the forefront. It points the way to a complete rethink ...

Today's pretesting is based on concepts of consumer behavior that were devised over a hundred years ago and which were largely discarded in the 1980s. What would it look like if we had known, and then ...

Advertising pre-testing is the process where the potential of an ad is determined in terms of its ability to reach its intended target audience with a brand-recognized message and garner the appropria ...

Jeff Deighton, insight Engineers (the quantitative arm of Fathom International), argues for greater seamlessness between the qualitative and quantitative disciplines and the client team in the develop ...

One of the key purposes of copy testing is to help inform the decision of whether or not an advertising campaign looks likely to be a success. This paper argues that copy testing is often inconsistent ...

David Brandt introduces this article by contrasting US and British approaches to copy-testing. He explores the myths and actuality of American research. He illustrates the use of copy-testing by the t ...

The author from Harris Interactive discusses copy testing on-line, compares the results with other techniques and concludes that testing online demands high levels of control and understanding, and un ...

This paper describes a method to identify potential branding moments in television commercials. It involves the convergence between two fundamentally different nonverbal moment-by-moment measurement t ...

It is not often that an ad agency gets involved in helping to develop a quantitative pre-testing methodology. There is fear of pre-testing by the creative process because it can stop everything dead. ...

The author's belief is that successful advertising has to achieve four responses: - appreciation, branding, communication, and desired effect on brand. TV can be thought of as another branch of showb ...

An implicit assessment strategy is outlined as a new method for the assessment of advertising and branding effects. It significantly extends currently available methods by allowing quick, easy, and un ...

Good posters are unavoidable, they find their audience 24 hours a day. However, they are only as good as the creative on them. Research shows that outdoor advertising shares numerous characteristics ...

Discusses the use of modelling to understand advertising effects. Covers low involvement processing, emotional reactions, the ELAM (Elaboration Likelihood Model) of Petty & Caccioppo, peripheral infor ...

This article continues the debate concerning the validity of using brain imaging to identify scenes in a commercial that are likely to be encoded (or processed) in long term memory. The authors respo ...

Revisits the arguments adduced by advertising agencies against quantitative pre-testing, and argues that diagnostic tests can meet the needs of both agencies and clients. The criticisms of `predictive ...

This article comments on 'Brain-imaging detection of visual scene encoding …' by Rossiter et al (2001), and proposes considerable caution before accepting their conclusions. The authors submit that f ...

The authors report on experimental research using a new brain imaging technique (steady-state probe topography or SSPT) to investigate whether patterns of brain activity in the left or right frontal h ...