Pre-testing and copy-testing advertising campaigns


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.

Warc Exclusive, July 2014

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

Stephen Whiteside, Event Reports, ARF Audience Measurement, June 2014

This event report discusses how The Kellogg Company, the food group, is connecting the quality of creative from its TV spots to sales.

Rana el Kaliouby, Evan Kodra, Pankaj Jha and Namita Mediratta, ESOMAR, Asia Pacific, Jakarta, May 2014
This paper describes insights gathered by Unilever, the beauty and personal care multinational, on the universality of facial coding techniques with particular reference to Asia, based on several global studies. The company embraced facial coding ad testing some years ago, and since then has tested over 2,000 ads globally.

Charles Young and Adam Page, ARF Experiential Learning, Re:Think Conference, 2014

This paper describes research which examined the impact of TV advertising on sales at McDonald's, the fast food chain, in the US over a six year period.

Sheila Lucy Sasser, Scott Koslow and Mark Kilgour, Journal of Advertising Research, Vol. 53, No. 3, 2013
Creativity in advertising is a balancing act. Marketers say they want greater creativity, yet their agencies feel that these clients reject cutting-edge work and fail to adopt risky campaigns.

Charles Young and Sonya Duran, Admap, September 2013
This article presents US research into the interaction between TV, tablets and brands. Viewers' attention is divided by multi-screening, demanding a new approach to television advertising.



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