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Ad testing theories & ideas

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Article

This article outlines the pros and cons of using copy testing to optimise a campaign, as well as a number of best practice guidelines.

Case Study

This case study shows how M&S, a retailer brand, revamped Mrs Claus to suit 21st century women and thus increase clothing sales across the UK.

Case Study

This case study shows how iD Mobile, a mobile network brand, successfully launched its services in the UK, using a digital-first campaign.

Case Study

This case study shows how Domino's, a pizza delivery service, used GIFs to engage with an increasingly disconnected millennial audience and increased sales in the UK.

Case Study

This case study shows how Kronenbourg 1664, a beer brand, successfully increased sales by developing a humorous background focused branding strategy in the UK.

Article

This event report addresses how the Coca-Cola Co. has developed an online research library to help its marketers make better brand decisions.

Case Study

This case study shows how news publication The Economist successfully sublimated its global target audience using a careful paid social strategy.

News

NEW YORK: Microsoft, the technology giant, is tapping a bespoke digital pre-testing tool which helps ensure its advertising on this channel engages consumers and improves over time.

Article

This event report details how Coca-Cola, the soft drinks giant, is using pre-testing to drive advertising effectiveness.

Case Study

This case study describes how Walmart, the US supermarket, appealed to Hispanic consumers in the holiday season through research into inspirational sentiments about the festive period in order to create ads that would chime with the target audience.

Case Study

This case study describes how Cigna, the US health insurer, used the fictional TV Doctors of America to promote both its offering, and to encourage preventative care.

Case Study

This case study describes how Nexplanon, a long-term birth control brand in the US, used big data to approach new professional and consumer audiences with the campaign 'ARMOR up'.

Case Study

This case study describes how the OTC pain-killer Advil, regained its equity and consumer connection in the US with an omni-channel campaign, "Distant Memory".

Case Study

This case study describes how Rwandan genocide survivors' charity, SURF, drove engagement and brand awareness to promote jewellery made by genocide widows, using audience surveys and data-optimised creative units.

Article

This article warns against overdependence on the use of the liking of an ad as a metric of its effectiveness.

Article

This article describes key learnings from the use of facial coding to assess ad responses to understand how advertising success is affected by emotional response, and to understand how that response can be measured.

Case Study

This case study describes how FT.com, the online division of the British business newspaper The Financial Times, redesigned its renewals and Step Up communications, primarily through email.

Case Study

This case study describes how Jamieson Laboratories, a vitamin manufacturer, advertised its Vitamin Sprays product through the #OneSecondVitamins campaign in Canada.

Case Study

This case study details how the Liberal Party in Canada won a majority in the 2015 federal elections by using online video.

Case Study

This case study describes how Pepperidge Farm, a commercial bakery, advertised its Goldfish cracker snack to millennial mothers in the United States.

Case Study

The Truth Initiative strives to protect a new generation of youths who are prime prospects for the tobacco industry, by engaging that audience and reigniting their interest.

Case Study

This article describes how Organ Donation Scotland created a targeted, social campaign to maintain healthy levels of registrations to the Organ Donor Register.

Article

This article outlines the steps required to create truly effective advertising, such as including a reason to purchase, brand recognition, pretesting and amending - and, not least, thinking of the long-term strategy.

Article

This article explores the current thinking and writing on campaign and brand tracking, as the subject undergoes fundamental change due to an influx of new ideas from behavioural economics and research into low attention processing of advertising.

Case Study

This case study shows how Sixt, a car rental service, used a highly localized campaign to increase market growth in the UK.