Message Testing: Campaign Reviews
In the process of developing advertising campaigns, agencies typically create several different campaign themes or variations on a theme. Advertisers often seek to test campaigns before investing in expensive and time-consuming production of executions. Their dilemma is finding a way to test campaign themes, as opposed to testing specific executions within a campaign, to find the campaign most likely to be effective.
W5 offers flexible, step-by-step methods of reviewing campaign themes on their own merits, minimizing the influence of specific executions and other extraneous factors in the selection process. This approach enables advertisers and their agencies to avoid costly errors such as discarding a good campaign on the basis of a humdrum execution or fully developing an ineffective campaign on the basis of one or two good executions.
For more information on W5’s other message testing capabilities, please see Core Message Testing and Qualitative Copytesting.