Copy testing & pre-testing
Article •A summary of new thinking and best practice on Planning for Attention, from the WARC Guide.
Article •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.
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.
Article •This article summarises key insights from a series of papers on new ad testing methods which are driven by advances in technology and neuroscience and must focus on consumers' rational and emotional drivers.
Article •What 50,000 ads and 8 years of emotion research tells us about how to advertise in a recession.
Article •The current impression measurement system is confused and needs challenge and disruption.