Getting It Right the First Time

This monograph publishes a report commissioned from Professor John Philip Jones by the advertising pre-testing company RSC as an objective appraisal of the ARS Persuasion system.

Getting It Right The First Time

Can we eliminate ineffective advertising before it is run?

John Philip Jones

(Foreword by Colin McDonald)

CONTENTS

  1. Foreword
  2. The Purpose of This Report
  3. The Problem Addressed by Pre/Post Preference Testing
  4. Penetration and Purchase Frequency
  5. Short-Term Effect of Advertising
  6. Example One: Longitudinal Tracking of a Food Category
  7. Example Two: Longitudinal Tracking of an Over-The-Counter Medicine Category
  8. Example Three: 37 Split-Cable Spend Tests
  9. Example Four: 28 New-Brand Awareness, Trial and Usage ...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands