Most business-to-government and business to business marketers concur that advertising is an investment and often plays an important if not leading role in many campaigns. Yet, with print ads, knowing which creative approach will resonate most effectively can be a challenge for even the most experienced marketers.
Pre-testing creative options prior to the start of the campaign can reveal important insights, thereby removing much of the guesswork from the creative development process. Ba
 sed on the results, you can make informed decisions on how to best evolve or enhance the most promising creative option. You (or your ad agency) might wish to conduct ad pre-testing research at the creative concept stage and/or the copy and layout stage. The creative concept stage, the very important first step in the development of new advertising, focuses on identifying the optimal approach for conveying the strategic message behind the ad. Typically agencies or marketing departments create several different concepts for consideration, and each one should clearly represent the idea for the ad. Though the concept may often be just a headline and a rough visual treatment, it can definitely be tested. You can verify whether or not the ad concept expresses the underlying strategy—and then judge how well the audience understands and accepts it. And, you can predict the target audience’s reaction to the basic idea which you want to use in the final ad. Click below to read more of this article, including seeking insights, validating decisions and combining phone and web for faster results.
While most of us commonly use the word “evaluation” in
 our day-to-day business vocabulary, in the world of research it’s used more precisely to categorize different means of assessing both proposed and existing programs, policies, personnel, products, and so forth. (In fact, believe it or not, there is even an American Association of Evaluation.) Of course, these assessments then drive more intelligent decision-making and performance improvements. Generally speaking, evaluations fall into two main categories: formative and summative. Click below to learn more about each of these categories.
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NEWS
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5, Number 6
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