Ad Pre-testing is to evaluate new communication on their ability to break thru the clutter as well as ensuring that the intended message is conveyed.
Advantages
- •Critical to ensure ad quality prior to committing substantial investment.
- •More importantly, InsightAsia’s unique methodology ensures not just evaluation but insightful diagnostics thru a quant-qual approach.
Applications
- •Any time a new ad is developed, critical to test.
- •To, also, understand competitor ad performance at a very early stage of launch to prepare for reactions.
Process
- •Consumers watch a “TV programme” without being informed that the interest is in the ads during the break – ensures close to real life situation.
- •Post stand out and message measure, quantitative diagnostics followed by detailed group discussion session delivers insights not normally seen in standard ad testing methods.
Output
- Key learnings including diagnostics on each stage of the ad as well providing directions for improvement.
- Database created and maintained for looking at how ads perform across categories in each market.