Pre-testing

Information and insights on using pre-testing for ad campaigns

Pre-testing


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.

Gemma Calvert, Cristina de Balanzó and Steve Watkins, ESOMAR, Congress, Atlanta, September 2012
This paper analyses two neuroscientific techniques and contains results of an academic evaluation of the ability of electroencephalography (EEG) and eye tracking (ET) to predict advertising effectiveness. The project involved scanning a group of primary household shoppers while they viewed a 60-minute documentary interspersed with five advertisement breaks each of five and a half minutes.

Rolfe Swinton and Rana El Kaliouby, ESOMAR, Congress, Atlanta, September 2012
This paper argues that mobile phones are able to capture consumer responses to rich media, meaning that technology can be used to identify facial expressions and map these to emotional states. The paper documents an iterative process to develop, test, and validate the use of mobile as a way of testing ad recall and assessing the emotional impact that a given ad has on a group of people through facial coding.

Stan Sthanunathan, Admap, June 2012
In this brief article, the author (global vice-president of marketing strategy and insights at The Coca-Cola Company) reveals why he doesn't believe that testing ads automatically stifles creativity and why marketing accountability has to be a business imperative. But, he argues, while ad testing has shown itself to be useful and necessary, it needs to evolve significantly as the rapid growth of user-generated content redefines what testing is all about.

Alastair Gordon, Eric Gu and Tim Llewellyn, ESOMAR, Asia Pacific, Shanghai, April 2012
This paper shows how an automated, artificial intelligence based system of facial imaging can be integrated into an online panel in a manner complementing traditional survey based approaches. The system employs 3D facial imaging to directly record human emotions from facial expressions to better measure consumer response to marketing stimuli (e.g. advertising, packaging, retail displays).

WARC RECOMMENDS


WARC BRIEFING

Understanding Pre-testing

The history and trends of the controversial practice


ARTICLE FOCUS

Using an emotional model

Linking traditional testing with emotional measurement


CASE STUDY

Budweiser: Anticipation

Using pre-testing to get a unified global positioning


ARTICLE FOCUS

Pre-testing innovative ads

TNS on the intersection of testing and innovation


CASE STUDY

Windows 8: Global Launch Campaign

Testing a multi-channel campaign across 42 markets