Pre-testing and copy-testing advertising campaigns


Kendall Goodrich, Shu Z. Schiller and Dennis Galletta, Journal of Advertising Research, Vol. 55, No. 1, 2015
Online-video advertising is growing rapidly, yet advertisers and Web site owners might not be accounting for the potentially negative impact of these advertisements. The current study examined the effects of advertisement characteristics—such as length, humor, and informativeness—on perceived ad intrusiveness and, subsequently, on marketing outcomes for both online advertisers and Web site owners.

Warc Exclusive, February 2015

This article provides marketers with information and guidance on researching consumers.

Charles Young, Admap, January 2015

This article explores some of the advances in advertising research which are leading to faster results, which in turn enable faster, better decision making.

Lena Roland, Event Reports, Smart Marketing, December 2014

This event report looks at how marketers can use an understanding of the consumer’s subconscious mind to both refine ads at an early stage of development and also to build brands in the longer term.

Warc Trends, Toolkit 2015

This article, taken from the Warc Toolkit 2015, outlines progress of neuroscience research techniques in marketing, including key findings, recent developments and advice for brands that would like to test ads.

Alexandra Sirianni, Dr Tim Mitchell and Dr Benny Cheung, Admap, December 2014

This article explains how experimental methodology can be used in ad-testing to overcome the limitations of conventional tools.

Spike Cramphorn, International Journal of Market Research, Vol. 56, No. 5, 2014
Much of what is described as advertising pretesting is better viewed as an incomplete and imaginative attempt to measure steps along a surmised hierarchical process that is only indirectly related to the purposes for which the advertising is created. This paper reviews design weaknesses in current advertising pretesting and highlights prevalent misconceptions.

Nathan Byrne and Tim Llewellynn, Admap, September 2014

This case study explains how Budweiser, the beer brand, used facial image techniques to understand how well animatics predict the effectiveness of finished ads.

Leslie Hogeveen and Martin de Munnik, Admap, September 2014

This case study explains how De Hypotheker, the Dutch mortgage adviser, used neuromarketing technique fMRI testing to guide creative development, optimise copy and predict effectiveness.



Understanding Pre-testing

The history and trends of the controversial practice


Using an emotional model

Linking traditional testing with emotional measurement


Budweiser: Anticipation

Using pre-testing to get a unified global positioning


Pre-testing innovative ads

TNS on the intersection of testing and innovation


Windows 8: Global Launch Campaign

Testing a multi-channel campaign across 42 markets