Category: Ad Pre-Testing
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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…
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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…
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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…
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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…