The Importance Advertising Research has on Brands
Why do people advertise?
Advertising is all around us. Why? Because it works! The importance of advertising cannot be underestimated, and its impact can be huge. Getting your brand out there, in the correct way, is the single most valuable way to sell your product or service to a potential customer. Aside from word of mouth and recommendations, it’s how people develop brand awareness and an understanding of who you are, what you do and what you offer. And that’s why it’s important to get advertising right – before you launch.
A campaign that falls flat can endure more than lost capital – it can mean a devastating loss in credibility, integrity, sales, existing and potential customers. Unlike a bad review, which can be lost amongst the positives, a bad advert is available for everyone to see. It also tends to stick around, be repeatedly shared and can resurface for years to come. Remember Bloomingdale’s clanger from 2015? Pepsi’s 2017 campaign with Kendall Jenner and McDonald’s 2017 Filet-O-Fish campaign? All pulled, at the eye-watering expense, because they simply missed the clanger.
What are the benefits of testing an Ad?
Advertising pre-testing and advertising research significantly improve the chance of a successful campaign! It gives you the game-changing insight you need to launch your campaign with confidence, knowing that you’ve hit the mark.
How do I test my advert?
Our innovative ad testing tool – AdProbe – can be applied at any stage of your campaign, from the creative development phase right through to live testing.
The aim is to provide a clear understanding of how your advert might be received, the root of any issues and practical advice on improvements that can be made – it can also be used to test the effectiveness and impact of live adverts. Perfect for testing multiple adverts at once, AdProbe gives you precise indications of your concept’s strengths, weaknesses and key areas for development.
AdProbe is exploratory, precise and eye-opening. Using key metrics, it gives you an exact breakdown of each element of your advert – everything from the emotion that it elicits (a key driver for successful advertising) and the strength of its key messages to overall perceptions and then ad recall (for live advertising).
To find out more about how to research and test your next ad campaign – and give it the best chance of success – just fill our contact form below. You can also read more about AdProbe and our advertising metrics here.