What Message is Your Advertising Sending?
When was the last time you tested messages? Oops! Too late!
It’s probably happened to most of us. You’re watching television, and an advertisement comes on. “Whoa,” you think, “why are those people so close together? Why aren’t they wearing masks?” I call it PPSD (post-pandemic stress disorder).
Jokes aside, our perceptions about the way the world is and should work are changing rapidly. Remember, not long ago, nobody would have been distracted by an ad showing people without masks. So, if you’re running the same advertising now that you ran during the worst of the pandemic, you need to test it to make sure that your message is still getting communicated.
Three Key Methods of Testing Messages
Composite Score: When you’ve done your brainstorming and have generated a list of messages, how do you decide which one is the winner? We can quickly test your messages and give you a composite score that will help you select the best campaign message. Our composite score combines metrics across importance, memorability, brand fit, uniqueness, and more. Additionally, we analyze the competitive landscape to show you which competitors “own” what messages and identify unclaimed territory. This makes it easy to provide you with a unique positioning in the mind of your target audience and inform your creative strategy.
TURF Analysis: TURF (Total Unduplicated Reach and Frequency) analysis helps identify messages that have the greatest appeal and reach within the marketplace. Ideally, you would not run multiple ads against the same target audience. By understanding which combination of messages result in the widest appeal, you can develop a marketing campaign that gives you the broadest reach. As shown in the graphic below, reach can be maximized by offering message combinations that appeal to the largest population.
Conjoint Analysis: By analyzing each element of your advertising campaign, we can help you create the optimal vehicle for communicating your message. For example, we can figure out what image goes with what message and what headline goes with what tagline.
Message Testing is More Important than Ever
Now, more than ever, launching an advertising campaign can feel like a leap of faith. You need to message test your advertising because none of us can know what messages will motivate our target audience in these turbulent times. And that means you need to eliminate risk and quickly adjust to the changing marketplace. Zeitgeist Research’s experienced researchers are dedicated to delivering high-quality message test results quickly (sometimes in as little as a week), and affordably.
Contact Zeitgeist Research today. You will find you can’t afford NOT to test your messaging!
