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Creative Rating
Study
Marketers can
use the Creative Rating Study to determine which execution(s) of
a campaign are the winners through an approach that yields primarily
quantitative results. Creative is evaluated in a blind test to compare
response among several ad executions. Typically, we include a competitive
element to determine how well the test ads stand up to competitor's
ads or how they perform in the media environment they will appear
in. Ultimately the ads that have the most effective messages and
stopping power stand the best chance to generate consumer response.
- Creative
Rating Studies are occasionally a component of a focus group
study where other issues are being addressed. It is also a stand-alone
service that is achieved with mall intercepts.
- Some targeting
of respondents such as gender, age, and usage of a product or
service can be achieved although the targets are usually obtained
by intercepting mall shoppers. Respondents are typically interviewed
for 10-15 minutes in a facility within the mall nearby the location
where they were intercepted.
- The core
element of the Creative Rating Study is a rating of ads on a
scale typically from 1-5. Then respondents are instructed to
describe the main message, what it says about the advertiser,
and likes/dislikes of the ad. A final ranking based on a direct
comparison of all ads is obtained as well.
- If time
permits, questions concerning the purchase experience and company
awareness can be addressed as well. We learn from the respondents
why they found the ad(s) appealing and what can be further improved.
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