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  • RE: Does high recall equal crap ads?

    I agree with Nicholas that recall is a powerful indicator of ad effectiveness - there's a lot of Millward Brown data to support this.  For example, advertising that's good at increasing ad awareness for a brand tends to be more effective at enhancing brand perceptions too (as well as sales).  But it is only half the story.  ...
    Posted to Marketing Forum (Forum) by Dan White on 19 Dec 2007

  • RE: Campaign i-Q: Is pre-testing the enemy of creativity?

    It depends what your test criteria are.  If the criteria are about being distinctive and engrossing and establishing vivid, exciting brand associations (these are key criteria in Link nowadays) then unconventional adverting does well in pre-testing.  (By the way, I don't know about the cases quoted above, and certainly there are ...
    Posted to Advertising Forum (Forum) by Dan White on 02 Nov 2007

  • RE: RE: Campaign i-Q: Is pre-testing the enemy of creativity?

    You're right - poring over executions for ages is likely to lead to spurious findings.  Some of my personal favourite questions (when using quant) are things like 'what stuck in mind' 'what's your gut reaction' etc. after people have seen the advertising for a very short time. When doing quant research for print ...
    Posted to Advertising Forum (Forum) by Dan White on 31 Oct 2007

  • RE: Campaign i-Q: Is pre-testing the enemy of creativity?

    It sounds like many of you have experienced poor qualiity research.  A skilled qual researcher doesn't just take respondents' comments at face value and throw them at the ad agency saying 'you heard them - change it like they suggest' (and ensures clients don't do this either).  Good qual is all about ...
    Posted to Advertising Forum (Forum) by Dan White on 30 Oct 2007

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