MSW Research Blog

Category: Ad Pre-Testing

  • Creating Effective Product Benefits Advertising, Part 3: Speaking in a Convincing Voice

    Creating Effective Product Benefits Advertising, Part 3: Speaking in a Convincing Voice

    The challenging economic environment in the aftermath of the Great Recession has turned up the pressure for brands to create advertising that will justify the investment… and the continued advertising budget.  To meet this challenge, one advertising format brands are turning to is the product benefits ad.  For this reason we have put together a…

  • Creating Effective Product Benefits Advertising, Part 2: The Product Plays the Role of Hero

    Creating Effective Product Benefits Advertising, Part 2: The Product Plays the Role of Hero

    The challenging economic environment in the aftermath of the Great Recession has turned up the pressure for brands to create advertising that will justify the investment… and the continued advertising budget.  To meet this challenge, one advertising format brands are turning to is the product benefits ad.  For this reason we have put together a…

  • Creating Effective Product Benefits Advertising, Part 1: The Product as Main Character

    Creating Effective Product Benefits Advertising, Part 1: The Product as Main Character

    The challenging economic environment in the aftermath of the Great Recession has turned up the pressure for brands to create advertising that will justify the investment… and the continued advertising budget. To meet this challenge, one advertising format brands are turning to is the product benefits ad. We formally define this type of advertising as…

  • Virtual Pre-testing of Advertising

    Consumers have more choices and are bombarded with an unprecedented number of messages from an unprecedented, and growing, variety of touch points.  In the wake of an overwhelming stream of information, advertising is challenged to become engaging and demonstrate relevance to a multi-tasking  audience on overload. But, does this speed and proliferation of consumer messages…