Using pre-testing for ad campaigns


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.

Warc Exclusive, May 2014
This article provides marketers with information and guidance on researching consumers. Key themes include finding insight; using consumer insight; using pre-testing; testing creative in market; and finding the consumer in Big Data.

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. It was found that advertising was directly related to sales increases, with months of high activity leading to greater sales.

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.

Ken Roberts, Admap, July/August 2013
This article argues that communications should change a business outcome, such as increasing market share, but strategies need to be measured on both buyers' rational and emotional drivers. This is referred to as the "consumption drivers principle".

Carol Haney and Mikhel Jäätma, Warc Exclusive, MAP: Measuring Advertising Performance, March 2013
This presentation compares traditional copy-testing techniques with more innovative methods that measure unconscious triggers such as facial expression and head movement. A study is outlined that measured respondents level of emotional engagement and likeability in relation to a selection of advertisements for the London 2012 Olympic Games.

Ali Goode, Admap, February 2013
Our brains can think, but would really rather not, so we have evolved mental shortcuts that allow us to make decisions quickly and effectively. We experience these as the flow of intuitions and gut feelings that tell us how to respond to what is going on around us.



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