What Advertising Testing Might Have Been, If We Had Only Known

Spike Cramphorn
Add+lmpact International

THE LAST DECADE has provided many new insights into how we acquire and store knowledge of the world around us, and its impact on our decision process. While these insights dramatically improve understanding of the way advertising is processed, they have yet to be assimilated into the measurement of advertising effectiveness.

This article considers how very different advertising, testing might be today, if we had known, and then applied what we know now, 25 years ago.

BACKGROUND

Supposing. Your CEO is sceptical of the worth of the company's advertising research. He recently attended a conference where he was told that advertising assessment gives too much emphasis to short-term results and that research methods have not kept pace with current understanding. In addition, the inconsistency between copy testing and advertising tracking was highlighted. He suspects that this is probably true and has assigned you, as VP-Consumer Insights, to review and sift through everything known about communication and its application to research. The review is to cover the full spectrum, from pretesting during advertising development to postexposure validation of the effectiveness of advertising campaigns. Based on your review, he wants you to prepare a report that will do one of the following: