Building conviction about content options for an ad agency and its client
An agency had develop four ad concepts for consideration. The client and the agency were interested in understanding which of the concepts was strongest and how they compared to the current campaign. G&R deployed WebCheck, an online module for monadic pre-testing content.
Method:
Rough concepts were presented to target respondents online in clutter. After exposure, measures of breakthrough, and volunteered thoughts and feelings were obtained. Respondents were then re-exposed to a test ad and asked a series of structure evaluative and diagnostic questions about communication, persuasion, liking, and engagement. They interview concluded with a hot-spot analysis of the advertising’s key structural components.
Result:
The research help the agency separate the strongest performing execution from the weaker ones. The range of performance differences were more than 3 to 1. Comparisons to a control cell of the current campaign and to norms based on relevant competitive ads established the ability of the strongest ad to succeed in the marketplace.