Pre-Testing of Ads and Their Effectviness

Advertisers love to test advertising. Just to minimize the risk and ask so called consumers about branding, logo, music, etc. so they can afterwards ad advertising agency to add more packshots and increase logo 25%, so the branding is more clear. It seems like doing so, advertising not only waste money but increase the risk for advertising to ineffective. According to Les Binet and Peter Field data, published in Market Leader, ads that have not been quantitatively pre-tested have a 71% chance of being effective and ads that have been pre-tested have only a 44% chance of success.


It can be the lower chance of success for the pre-tested ads is the result of listening to consumers post-rationalization that has not too much to do with reality - "most of we know, we don't know we know", so we try to sound clever and evaluate advertising which isn't always mirror reality.

via Serendipity Book

Tags: advertising, testing, research, effectiveness

Comments

[radio school training]

I didn't know about that...Very interesting.