Advertising and Creative Testing
Advertising testing allows companies to safeguard their investment and test campaigns before the expense of full ad production. Through research, customer insights are analyzed, and adjustments can be made prior to full ad production to maximize impact.
How does advertising and creative testing research benefit my company?
MDRG researchers are experts at crafting actionable advertising and creative testing studies. Research can be helpful at various stages in the advertising process. For example, some clients hire MDRG when advertising is in the formative stage in order to ensure a research-based understanding of the issues. Others contact us with several ad concepts in a rough format (such as story boards or animatics) in order to measure the effectiveness of each option and to ensure maximum impact of the final execution.
Advertising and creative testing research can help clients answer questions such as:
- What needs to be communicated in the ads?
- Is the intended message of the ad breaking through the clutter?
- Are there any unanticipated associations?
- Is it relevant to the target audience?
- Is the message believable?
Advertising effectiveness and tracking
Advertising and public relations tracking are typically conducted before and after campaigns. Research is used to test the media mix and the strategic messages, and it can answer questions such as:
- Have members of the target audience seen the ads?
- How are they reacting to the ads?
- How is the brand’s image changing?
- How is purchase behavior changing?
