Advertising testing is the process by which companies track the effectiveness of advertisements. Advertising testing is also called post-testing or ad effectiveness tracking. Ad Tracking includes taking periodic measurements of the impact of an advertising campaign. Why Should I Test My Advertisements? Research that provides insight into advertisement effectiveness is a sure way to to..
What is a response rate, and why does it matter? What kind of response rates can you expect? And what factors keep response rates high?
There is a long period of denial before brand owners will change their own thinking. It can take years of sales declines before brand owners will wake up and deal honestly with a brand that is losing ground. Assuming your brand team has the necessary internal clarity, confidence and consensus about what must change and where the greatest opportunities for success are found, there are two strategic options available. There are positives and negatives associated with both alternatives, but both will require a lot of time, hard work and money. This article examines the two options and provides examples of successful brand that have chosen either route.