Qualifying advertising for market for a consumer packaged goods company
After substantial development work and pre-testing, a large national advertiser was interested in qualifying its new campaign for market. G&R selected an in-context copy testing design to gain more predictive measures of in-market performance.
Method:
Copies of the ads were tipped-in to current issues of a leading woman’s lifestyle magazine. Members of the brand’s target audience who were also regular magazine readers were recruited to participate in a study of magazine reading habits. Qualified respondents who agreed to participate were sent a copy of the magazine and asked to read it as they normally would. The next day they were called as asked questions about the magazine and the ads that they remembered. They were then directed to a website where they were re-exposed to the ad and asked additional evaluative and diagnostic questions. Results were compared to agreed-upon benchmarks and established norms. Activation occurred with recommendations about performance and how to improve it.
Result:
The ad passed all key performance hurdles demonstrating its high likelihood for in-market success. The brand has become the leader in its category and continues to use the core elements of the campaign.