Tag: Beyond Norms
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Do you measure your ads against norms? It’s time to count customers instead!
It is relatively standard in advertising research to compare the test ads to norms, prior results, and experience. And this is a significant limitation. Even the very best normative databases are flawed. In fact, there’s nothing “normative” about them at all. They lack sufficient representation of all the brands in a category, tend to over-represent…