|September 1, 2015||Comments Closed|
Pre-testing your advertising/creative allows companies to measure effectiveness, ad recall, and ad comprehension. Knowing the strengths & weaknesses of your creative execution before a large scale launch can save you thousands, if not millions of dollars, in underperforming advertising. (Not to mention, saving your reputation!)
Advertising pre-testing is a form of concept testing. It is often beneficial to test new creative against existing creative to ensure that the new ideas are out-performing the campaign already in place. It can also be helpful, in certain circumstances, to test new creative against competitive creative to ensure that the new campaign is distinctive from the clutter which is already out there.
In an advertising pre-test, we can test many different forms of creative, including (but not limited to):
In creative tests, we typically look into the following key information areas:
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