Testing Advertising (RECLAIMED)

[Member of the Old Forums]

The pre and post testing of advertising will become even more important as media becomes more and more fragmented and new media keep on emerging.



In my humble opinion, it is imperative for marketers to pretest  the initial concepts before going into the actual production stages

[Member of the Old Forums]

The greater the size and spread of the campaign, the more necessary it becomes to pretest the content.

[Member of the Old Forums]

With all the tools now available to agencies to ascertain that what they are sending out is appropriate, there remains no reason whatsoever for not testing advertising.

[Member of the Old Forums]

To state the obvious, advertising is a costly affair. It is not only the placements that costs money, but also the development and preparation of the advertisements. Pretesting rougfhs can pin point what directions to take, and what to discard. This saves both the client and the agency time and costs.

[Member of the Old Forums]

It is surprising how many clients still rely on what they call "gut feeling" when judging a proposed concept for an advertisement.

[Member of the Old Forums]

And it is NOT surprising many such choices fail in the market.

[Member of the Old Forums]

Advertising is both a both a science and an art. There are princuplea nd practices which are to be followed. When they are followes, advertising always delivers. Testing eliminates guesswork and establishes precedents.

[Member of the Old Forums]

Pretesting adverts certainly saves a lot of heartburn

[Member of the Old Forums]

^



Yes. The prime purpose of pre-tests is to determine whether the directions taken are right or not. If the results confirm the projections, mass releases are always fruitful.

[Member of the Old Forums]

My clients are mostly small, local focused businesses, yet I always advise them to pretest, using more or less the same techniques as described in the opening post.

[Harken]

Greetings All:


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This topic had 29 posts and 9503 reads in the old Forums.

[Aafaque Ehsen]

Advertising has been on the socio-economic scene in Pakistan since its inception. Its a grave lapse on the part of us advertising professionals, as well as advertisers that so far we have NOT put in place any mechanisms for testing the efficacy of advertising.


I must also say that a few of the major advertisers do have some in-house research facilities, and do conduct some research on advertising. Overall, though, pre- and post-testing of advertising has yet to be recognized as the vital discipline it is.

[Ishtiaq Ali]

^


I think that as competition comes into play in the FMCG class of products, such testing will come into its own. Its but a matter of time.

[Peter Weston]

Intelligent testing can be the difference between success and failure of a campaign.

[Zunayra]

^



So very right, and so little practiced where I am.

[Peter Weston]

^


And why is that so?

[masterson]

Advertising has been on the socio-economic scene in Pakistan since its inception. Its a grave lapse on the part of us advertising professionals, as well as advertisers that so far we have NOT put in place any mechanisms for testing the efficacy of advertising.


I must also say that a few of the major advertisers do have some in-house research facilities, and do conduct some research on advertising. Overall, though, pre- and post-testing of advertising has yet to be recognized as the vital discipline it is.

If this happens, would I be correct in assuming it would be a quantum leap for advertising in Pakistan?

[Phil Tompkins]

^



So very right, and so little practiced where I am.

You will still find advertisers, particular those not with big adspends, going by "gut feeling" out here too. Such research is still not accorded the place it merits.



EDIT: Corrected a formatting inconsistency.

[Nimrata Chandramukhi]

This kind of thing happens almost everywhere. I've known agency people testing ad concepts on family members.

[Manjeet Sandhu]

I am always baffled at why people can risk their entire investment in an ad campaign when a little outlay can provide  mesures of the effectiveness of whatever they plan to send out.