Uncommon sense: The case for resonance

This article argues that copy-testing is an inadequate way to measure the resonance of TV ads in the US, so advertisers should use in-market tools.
  • Many advertisers think about their TV ads in terms of reach and reaction: putting it in front of enough people, and then generating a sales response.
  • But they are often unsuccessful: in one test 75% of consumers could not remember the ad and brand they had seen the day before.
  • Many advertisers believe that copy-testing solves this problem with 'resonance', but this is flawed thinking: few test the whole creative and the final version, and copy-testing is not done in the 'real world'.
  • In-market resonance testing can help with this, as marketers learn what works best and...

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