Ad Pre-Testing
September 1, 2015 Comments Closed

Advertising Pre-Testing and Creative Testing

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):

  • Print ads
  • TV commercials
  • Web videos
  • Animatics
  • Storyboards
  • Radio commercials
  • Banner ads
  • Billboards
  • Point-of-sale displays
  • Other out-of-home displays
  • Coupons
  • Other unique social media advertisements

In creative tests, we typically look into the following key information areas:

  • Overall appeal, and to which target groups
  • Intent to purchase
  • Scores against a battery of attributes: uniqueness, relevance, etc.
  • Which phrases or moments are most memorable, and why
  • Recall of the ad (Does the respondent remember what the ad was about? Do they remember who the brand is?)

Let Persuadable Research help you uncover critical insights before you embarrass yourself on national TV and become a YouTube sensation!

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