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Creative Testing - The Importance of Market Research before Launching an Advertising Campaign
May 08, 2018

Launching an advertising campaign is an expensive undertaking. While producing the creative is one cost, the media buy can increase the price tag extensively. Not only does the ad creative need to resonate with your potential customer but also stand out from the crowd -- regardless if it is a TV commercial, print ad, or digital banners.

The average consumer sees up to 10,000 brand messages a day. Today, people are often consuming more than one media channel at a time. For example, consumers often watch TV while playing on their smartphone and working on their computers. As a result, it is harder for brands to stand out in this crowded space.

Therefore your message not only needs to resonate but also be memorable and persuade your audience to take action (e.g. learn more, go online).

There are also several pitfalls that agencies may not even consider when advertising. It is key not only for your advertisement to be memorable, but also appeal to your audience.  Sometimes the smallest nuances may have a large impact on prospects. Is the advertisement somehow offending your target audience? Often people do not realize that an ad may be culturally or ethnically insensitive.

A word, a line, an image, or color may also prompt the consumer to think of another brand or industry. You need to make sure your creative idea works for your specific brand. Pretesting allows for instinctive/knee-jerk reactions from the audience and provides you with the safety net to prevent a campaign from having mishaps. It also provides recommendations and direction to further enhance your campaign in order to ultimately improve ROI.

How to pre-test?

Pre-testing can take many different forms.  Below are just a few examples:

Brand Concepts

The Highlighter Tool can be used to distinguish which areas of the concept are liked and disliked by your potential customers. Respondents can pick certain words that please them and highlight whatever has an alternative effect

Message Testing

Using the advanced analytics technique, MaxDiff, we can determine which message resonates most with your consumers. This trade-off analysis would tell which message will directly influence the target audience.

Initial Concepts & Messaging Combined

If you have many different images, messages, and support points, our Advertising Optimizer uses the advanced analytics technique, Conjoint Analysis, to find the perfect combination for your audience.

Print, Digital, and Storyboard Sentiment Testing

This technology allows the exact dimensions of a print or display ad. Respondents can click on what they like vs. dislike. You can also use this technology as multiple frames of a story to gain feedback for a commercial before it is in video format.

Commercial or Radio Concepts

As the video or audio plays, respondents click what they like vs. dislike and have the ability to provide feedback in real time.

What’s vital to remember market research before launching an advertising campaign is that there is no one-size-fits-all solution. That is why at Provoke Insights, we look at each campaign’s business objectives, target audience, industry, and competition before developing a concise research plan.

It is worth your while to save time, money, and face to invest in research and get the creative right the first time.