ADVERTISING CONCEPT DEVELOPMENT AND TESTING
Have you ever watched or read an ad that was creative, funny or compelling and yet left you scratching your head trying to figure out what was being sold? Or wondered what the point of the ad was? Worse yet, have you remembered an ad but totally blanked on the product or brand it was promoting? You’re not alone.
Advertising is an important and expensive marketing function. You should be able to expect that the effort and the money you put into it will pay off for you. Yet research shows that at least half of the advertising a company invests in fails. With that kind of risk you need to have very deep pockets or a more effective strategy for advertising development.
We believe that one of the best strategies you can use is concept testing.
Ad concept testing allows you to get reactions to advertising proposals BEFORE you invest in producing and placing the ads.
When we test an advertising concept we present your initial concept ideas to potential consumers. We do this through focus groups, Web surveys, mall surveys (we catch the shoppers while they shop) – any way that gets us to your potential or current customers. We use storyboards, narrative tapes, animatics, and drawings to help the audience experience and understand the concept.
Another aspect of concept testing is to perform an analysis of your current ads and compare them to your competitors’. In this aspect we focus on advertising recall and recognition. This allows you to gain insight into how your ads hold up against the competition and determine the effectiveness of your current advertising campaign.
When this research is completed you will know:
- How consumers react to your ad ideas
- What was effective and what wasn’t
- Whether this idea will attract new consumers
If you would like to find out more about Advertising Concept Development and Testing, call us.