When testing their creative executions, brands have historically relied upon high-attention metrics, including how likeable, entertaining, relevant and believable the communication is. While easily captured and useful for cross-category comparisons, empirical research has long shown these metrics cannot adequately measure advertising efficacy and predict business outcomes. These limitations are borne of the psychometric and statistical constraints of using entirely self-stated ratings, which impede the development of marketing strategy, and ultimately fail to provide a validated hierarchy of priorities for brands. Additionally, these high-attention metrics provide minimal diagnostic insight into why creative performs the way it does, thereby inhibiting their utility in communications testing (e.g. by failing to link creative performance to brand performance). Thus, to continue to rely upon self-stated metrics to measure constructs such as believability and relevance is to ignore the critical importance of presenting plausible communications to the market – and a recipe for a wilfully wasted communications budget.
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