Pre-testing

Pre-testing and copy-testing advertising campaigns

Pre-testing


Warc Strategy Toolkit, Strategy Toolkit

This article looks at the nuts and bolts of bringing a marketing strategy to life - how to write a creative brief, and how to brief it successfully.


Alice He, Qun Ge and Ashok Sethi, ESOMAR, Asia Pacific, Singapore, May 2015

This paper explores the use of EMO Scan, a software-based facial expression recognition tool, as the core passive measurement tool to test a TV program, focusing on the emotional response to the stimuli.


James Hurman, Admap, May 2015

This article argues that advertising should adopt a 'lean' approach which takes campaigns to market quickly, in order to create and refine better ad campaigns.


Kendall Goodrich, Shu Z. Schiller and Dennis Galletta, Journal of Advertising Research, Vol. 55, No. 1, 2015
Online-video advertising is growing rapidly, yet advertisers and Web site owners might not be accounting for the potentially negative impact of these advertisements. The current study examined the effects of advertisement characteristics—such as length, humor, and informativeness—on perceived ad intrusiveness and, subsequently, on marketing outcomes for both online advertisers and Web site owners.

Warc Exclusive, February 2015

This article provides marketers with information and guidance on researching consumers.


Charles Young, Admap, January 2015

This article explores some of the advances in advertising research which are leading to faster results, which in turn enable faster, better decision making.


Lena Roland, Event Reports, Smart Marketing, December 2014

This event report looks at how marketers can use an understanding of the consumer’s subconscious mind to both refine ads at an early stage of development and also to build brands in the longer term.


Warc Trends, Toolkit 2015

This article, taken from the Warc Toolkit 2015, outlines progress of neuroscience research techniques in marketing, including key findings, recent developments and advice for brands that would like to test ads.


Alexandra Sirianni, Dr Tim Mitchell and Dr Benny Cheung, Admap, December 2014

This article explains how experimental methodology can be used in ad-testing to overcome the limitations of conventional tools.

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