WebCompare

Comparative Advertising Testing

Copy-testing is typically conducted outside of the context of competitive advertising. Samples of consumers provide their opinions of the advertisement after having seen it in isolation from other advertising or within the clutter of other product-category-protected ads. This is done to control for possible variable influences from other ads. These methods provide insight into the intrinsic capabilities of the ad, but by definition they do not enable marketers to know whether messaging is more effective than competitive messaging and will drive customers to their brand when they are likely to see a competitive message soon after. This dynamic can be especially important in highly contested categories where the competitor’s messaging can be as close as the next pod.

WebCompare is designed specifically for testing the effectiveness of ads in highly competitive categories where the success of a campaign is highly dependent on its ability to outperform strongly supported competitive brands. Consumers are exposed to both the client’s advertising as well as competitors’ so that reactions to the ad vis-à-vis competition is obtained and more informed decisions can be made. Respondents see advertising for both the test brand and current advertising from key competition, completing web-hosted questionnaires in their homes or offices.

Member of target audiences respondents see both your ad and one for your key competitor in rotation. Measures of breakthrough, advertising and purchase preference, magnitude of preference and reasons for preference provide clear understanding of how your advertising is perceived under representative real-world conditions. Preferences and preference magnitudes on strategic attributes are aligned against attribute importance ratings for the total sample, as well as preferrers and non-preferrers, to gain a comprehensive understanding of the drivers of persuasion.

When you have a question about whether your advertising is outperforming the competition, WebCompare provides the answers.

Key Benefits and Features:

• Provides unique learning about ad effectiveness: frames performance against a refreshed awareness of the competitors current messaging.
• Strong comparative measures (e.g., First brand recalled, Other brands recalled, Overall preference, Magnitude of preference, Reasons for preference, What, if anything, was liked about the advertising that was not preferred, Product purchase preference, Magnitude of purchase preference, Reasons for purchase preference, Strategic attribute importance, Strategic attribute preference (e.g., preference for convenience, taste, etc.), Magnitude of strategic attribute preference).
• Applicable for most media, but particularly TV and digital.
• Flexible questioning options and diagnostics.
• Online execution for fast and cost-effective results.