Making Your Ads Work Harder

Research need not be confined to pre and post advertising Studies. It can identify the best sales platforms for the ads and visuals are likely to be most effective. Such research is especially valuable as it ensures that the forthcoming campaign will be a success. Clearly research into proposed ads is best carried out face to face. But unlike the measurement of changes in awareness caused by the advertising, copy testing can be done on a much smaller sample. Interviews can be in-depth with individuals or, should circumstances permit, in the form of a group discussion.