Our advertising pre-testing solution focuses on six metrics which predict the success of the ad in its target group. These metrics are ad’s ability to draw attention among other ads, its effectiveness in communicating the advertising message and benefits of the advertised brand, ad’s likeability, emotions and properties associated with the ad, and finally purchase interest.
Without getting the viewer’s full attention to the ad since the very first seconds, other characteristics and components of the ad are unimportant – even a very persuasive ad is useless when the viewer decides to switch the TV channel instead.
Ad’s ability to draw attention is measured through the break-through test in which respondents are shown a 3-minutes long commercial break and then asked to recall the brands from the ads that they just saw.
This way we get an indicator both on how noticeable is the ad and how well is the advertised brand linked to the ad.
EMOTIONS AND PROPERTIES ASSOCIATED WITH THE AD
To get a complete understanding of the ad, the test finds out which specific emotions arise in the viewers while seeing it.
In addition to emotion mapping, the test involves a comprehensive overview of other properties associated with the specific ad. Based on a wide set of properties that are found to be characteristic to successful global brands, this metric enables to compare the ad to the advertised brand, to see if the commercial could affect the brand in the right way.
COMMUNICATION OF THE MESSAGE
In a great ad, advertising message seems clear and unambiguous and thus it has the ability to persuade the viewer. However, in case of some other ads viewers are left confused, sometimes they just don’t believe in what is claimed, or they find it irrelevant. This measure gives a chance to avoid and repair this mistake before the ad is launched.
Advertising likeability is scientifically proven to be related to the advertising effectiveness. Likeable ads and brands associated to these have much better chance to have success in the market. Thus, testing the likeability in advertising pre-test is a great predictor of how the ad is later welcomed by its target group.
Will the advertising generate purchase interest in the viewers? How many of them would definitely want to try out the advertised product/servide, how many of them wouldn’t want to do it and how many are (yet) rather indifferent and thus maybe convertible into trial after some changes in the ad?
UNDERSTANDING THE BENEFITS OF THE BRAND
This metric indicates what kind of connection the ad has to the advertised brand. Does the ad convince the viewers that the advertised brand offers some valuable benefits? What kind of brand benefits are communicated through the ad: are these mainly emotional, functional or self-expressive? In other words – by which means does the ad try to influence its target group?
The advertising post-testing of Brandicom is based on seven key metrics, namely: the attention achieved by the advertising, associating the advertising with the brand, ad likeability, emotions and other properties associated with the advertising, communication of the message, communication of the brand benefits, influence of the advertising on the brand, and purchase interest of the advertised products/service.
AD RECOGNITION BY THE TARGET GROUP
This metric gives a clear overview of the extent of the target group who saw the campaign. In which socio-demographic consumer group the recognition was the largest? In which channels was the campaign noticed the most? In addition, it provides information about the channels which were the most effective in increasing the awareness of the brand and generating the purchase interest.
Attention achieved by the advertising (ad recognition) shows the percentage of the target audience who remembers having seen this ad before. Thus, in addition to the copy’s own effectiveness, also media placement and other factors have their influence on the advertising recognition.
The metric shows the extent of the target group who associates the campaign with the right brand. How many of them associate it with the competitors instead? If the brand remains in the background of the ad, the best case scenario is that this communication influences the product category’s results in general (including competitors’ results) and the worst case scenario is that the greatest winners would be the current market leaders which is used to be associated with high visibility.
Linking the advertising to a certain brand is influenced by the brand promise used in the ad; how the brand promise matches the consumers’ prior knowledge of that brand; ad’s ability to draw attention to the advertised brand.
Purchase or trying interest indicates how many of the viewers are willing to consciously try the product/service after seeing the ad. Was the advertised product attractive enough for inviting consumers to go to the store, to the right shelf and product?
UNDERSTANDING THE BENEFITS OF THE BRAND
In addition to understanding the message it is important to emerge or hold a certain understanding about the brand among consumers. This metric tests how much the advertising is associated with functional and practical benefits offered by the product; how much the viewers gained from emotional benefits by feeling strong (positive) emotions; and how much self-expressive benefits were offered – feeling that self-perception will somehow change by consuming the product. The last on the list is something which only few commercials are able to offer but in that event these commercials are more influential.
EMOTIONS AND PROPERTIES ASSOCIATED WITH THE ADVERTISING
We also map the emotions which are associated with the advertising and which have their impact on brand identity, and test the ad for a comprehensive set of general properties that are found to be characteristic to successful brands.
Therefore this metric gives concrete knowledge about viewers’ attitude towards the commercial and shows if the commercial had the ability to move the brand image towards the right direction.
Advertising likeability is a central factor that is proven to be related to the advertising effectiveness. When the viewer likes the ad, he/she is willing to draw more attention to it; is more involved in watching the ad and noticing the brand promises used in the ad; thinks positively of the brand and is more willing to buy the product.
AD CONCEPT'S SUITABILITY TO ITS TARGET GROUP
How the target group evaluates different versions of the ads, concepts? Which concept likes to the target group the most? Which values, slogans, textual content of concept are the most suitable for the target group? Which kinds of influence have details (slogan, visual side, textual concept etc.) of different versions on target group? How the target group understands the commercial?
AD CONCEPT'S SUITABILITY TO THE BRAND AND THE CAMPAIGN
Which concept reflects the values (for example innovativeness, positivity, quality etc.) sought by the brand the best? Which concept engages with the brands current image the best and doesn’t generate a conflict of values? Which concept has the clearest message about the sought values and properties (for example attractive price, wide selection, good customer service, new product etc.)? Which concept is the most effective in generating purchase interest?