Category: Ad Pre-Testing
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Younger viewers watch more Online Video than Live TV – don’t worry though, we have tools for both.
You are almost certainly familiar with the changing landscape of media viewership in the US. The battle between traditional and newer media has many fronts, which has led to hypotheses attempting to answer “why” each is occurring. First, for context, we will take a step back to explain: On the surface, both mediums return fairly…
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A Case Study – How to Know Which Competitors’ Customers Your Ad is Going to Steal
Across categories, companies/brands will oftentimes create an advertising initiative that is meant to target a certain competitor, or groups of competitors. In doing so, they likely employ a communication strategy that they believe will target those consumers currently purchasing products/services from said competitors. The problem is: How do they actually know if their communication strategy…
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Dissecting Ad Effectiveness Using Our Scene-To-Scene Exercise
Have you ever struggled to understand why your ad is performing the way it is? Or better yet, which part of the ad is driving its result – and how you can duplicate (or avoid) it in future development efforts? If so, then we have the perfect solution, and it utilizes our validated CCPersuasion metric…
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Stop Them in Their Tracks! The Importance of Gaining Viewer Interest Quickly
Stopping Power in advertising can be defined as an advertisement’s ability to capture audience attention and interest. For a print advertisement this would represent an ad causing a reader to stop reading an article or flipping the pages and take notice of the ad. For a video commercial this would represent an ad’s ability to…
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Independent Audit Confirms MSW-ARS TouchPoint® Copy Test System’s Powerful Linkage to Financial Performance
Last week the Marketing Accountability Standards Board (MASB) announced that TouchPoint®, MSW-ARS’s advertising copy test solution, has completed the Marketing Metric Audit Protocol (MMAP) – MASB’s formal process for validating the relationship between a marketing measurement and financial performance. TouchPoint uses a behavioral, multi-media experience to collect the criterion CCPersuasion® metric. This unique approach avoids…
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MSW-ARS’s Copy Test Solution, TouchPoint® Completes MASB Independent Metric Audit
News Release FOR IMMEDIATE RELEASE MSW-ARS’s Copy Test Solution, TouchPoint® Completes MASB Independent Metric Audit Lake Success, NY, February 15, 2018 – MSW-ARS announced today that their advertising research solution, TouchPoint has completed the Marketing Metric…
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Evidence-Based, Customer Journey Management to Build Brands
Evidence-Based, Customer Journey Management to Build Brands The Opportunity for Marketers As customers become exposed to a cascading list of product choices, store choices, and information sources, the opportunity exists to connect all the communications about any specific brand and product into a single consistent, coherent message relevant to the individual customer’s needs. The customer…
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Millennials and Private Label – a Blossoming Problem for National Brands?
It has been well reported and documented that private label brands are surging in the US. Whether it is due to their optimal mix of great value and experience or other reasons, they have forced name brands to re-think strategies. It is also well-known that Millennials are contributing to this trend as they are prioritizing experience over attainment.…
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The Challenges of a New Brand Name – 5 Empirically Supported Tactics to Improve Your Results
It’s common for new products to leverage existing brand names. This could be line-extension – a new variety of an existing brand in the same category; or a brand-extension – a new product in a new category using an existing brand name. In either case, the new product can take advantage of the brand’s existing…
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Why won’t TV advertising just die already?
The answer… Synergy – the compelling reason why television advertising is as relevant as ever. For the last two decades it has been fashionable to prognosticate the death of television advertising whether delivered by broadcast, cable, satellite, or stream. The general storyline has been that emerging digital channels will displace television advertising through a combination…