The ARC Research Approach
To Creative Ad Testing

Integration of Research into the Creative Process
ARC Research conducts customized quantitative and qualitative advertising campaign evaluations for every media type, print, Internet, and broadcast. Our research process is flexible and cost effective, with easy start-up and fast turn-around. Our suite of communications testing services covers all phases of the creative evaluation process as shown in the chart below.

Stage 1: Pre-Concept Development
Research conducted during the Pre-Concept Development stage uncovers relevant brand messages that can be used as a building block for the Concept Development stage. These relevant brand messages can come from 1) purchase behavior observations, 2) competitive assessments, 3) brand image evaluations, 4) message/platform evaluations, 5) customer profiles, and 6) market segmentation. The ARC Market Observation service uses a variety of methodologies to identify the relevant brand messages. Methodologies are selected based on an in-depth understanding of client objectives, the industry, the media advertised in, and the target markets.

Stage 2: Concept Development
The Concept Development stage occurs when initial concepts have been developed but have not been tested among consumers. Research is necessary to determine whether these concepts are in line with the intended messages and the likelihood of these concepts to influence the intended consumer behaviors and attitudes. ARC has two research products designed for this stage: ARC Consumer Creative Dialogues (CCD) and ARC Creative Focus Groups. The CCD is an innovative research methodology that incorporates an agency's own creative staff during the research process. A creative staff member along with an ARC discussion facilitator interacts with consumers to form a brainstorming concept evaluation session. The CCD is focused on the fundamental ideas behind the ad concept. The ARC Creative Focus Groups are aimed at obtaining consumer input on concept design and also obtaining relevant purchase process information. Full suites of diagnostic exercises are used for both the CCD and Creative Focus Groups. CCD and Creative Focus Groups can be conducted in -person and online.

Stage 3: Selection of Winning Campaign
The Winning Campaign Selection stage occurs when there are several campaigns under consideration and still in rough form. At this stage, the ARC Campaign Selector is used (1) to identify the optimal campaign and (2) to determine if there are any modifications needed in the winning campaign to improve its success. Research at this stage focuses on comparing performance metrics for each of the contending campaigns against the current campaign. The current campaign provides the performance benchmark and serves as an internal norm. The winning campaign must either meet or exceed the scores of the existing campaign as well as meet pre-established communications goals.

Stage 4: Campaign Viability Assessment
The Campaign Viability Assessment stage occurs when the winning new ad is finalized or nearly finalized and a decision needs to be made as to whether or not to move forward with the campaign and make the advertising placements. Research at this stage uses the ARC Campaign Predictor and focuses on measuring one or several new executions from the winning campaign in a realistic media environment. The new campaign is tested against the existing campaign execution, which provides the norms or the benchmark for the evaluation. The new campaign must either meet or exceed the scores of the existing ad as well as meet pre-established communications goals.

Stage 5: Post Placement Check
After the ads are finalized and placed in the media, agencies now need to track the effectiveness of the new campaign ads. The ARC Ad Tracker Service is divided into two service categories: Ad Response Measurement, and Pre/Post Campaign Measurement. It is recommended that agencies use both services to get a real life picture of the impact of an ad on the target market. Ad Response Measurement involves tracking phone calls and web site visits using proprietary ARC technologies as a result of seeing an ad. Pre/Post Campaign Measurement involves tracking brand awareness and recall plus the impact on the target markets' perceptions, attitudes, and behaviors. Using both service lines provides agencies and advertisers with a real life perspective on the impact of their ads on consumers plus the efficiency, reach, and effectiveness of each of the media vehicles used in the campaign.

Data Collection Services: Different data collection services are suited for each stage.

When in-person interviews or focus groups are needed to evaluate ads, ARC utilizes a network of local mall and focus group facilities nationwide with superior survey management, interviewer skill sets, plus excellent amenities for focus groups. This network allows for maximum choice of test markets by clients. Use of multiple, geographically dispersed locations are recommended for most studies. ARC only uses senior level staff to moderate focus groups or to conduct in-depth interviews with top business executives, such as a CEO.

For other types of ad evaluations where in-person interviewing is not optimal, ARC uses the following instruments for data collection:

• Web Visit Tracking: A proprietary measured URL service (mURL) provides a turnkey service that counts visits to a web site based on a unique URL placed in each ad. When entering the mURL each visitor is automatically passed through the ARC server and on to the client's web site. While passing through the server, ARC collects visitor information that is then reported to the agency on a monthly basis.
  
  
• Call Tracking: ARC has a line of call tracking services that can fit the need of any campaign. The service can range from a Caller I.D. service, a special toll-free number service, or a local Remote Call Forwarding service.
  
  
• Telephone, Online, and Mail Surveys: ARC provides expert questionnaire design that is used to determine key metrics for each phase of the creative process.
  

Here are just some of ARC's performance measures:

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