Life science suppliers seek to minimize risk when launching a product by gathering evidence that the product is likely to succeed. However, many suppliers still take a large risk when launching advertising campaigns without evidence the campaign will succeed with their target life science customers. Ad concept testing is a cost-saving solution that uses data from actual life scientists to assess the potential impact of ad campaigns and to improve advertising return-on-investment. Results from ad concept tests may serve as either a final seal of approval for a successful ad or an impetus for complete redesign of an ad. In either case, the small investment required to undertake ad testing can justify the cost of an ad campaign or prevent unnecessary expenditures on campaigns that are likely to fail.
Our approach to reducing the risk of ad failure is called AdAssay. We like to think of it as a “scientific approach to scientific advertising” and it begins with an in-depth understanding of the objectives of your ad, including the audience you want to reach.
We then use a proven questionnaire built around reproductions of your ads or concept mock-ups and field the survey to a pre-screened, qualified group of scientists. Using numerical scales, the scientists rate ads on 15 key characteristics that measure how customers perceive each ad. The resulting data are statistically analyzed to assign a rating score in the four essential factors that dictate the success of an ad—Emotion, Intellect, Action, and Negativity. AdAssay then reveals the interaction between the 15 characteristics, the four essential factors, and the desired outcome.
I’m finally admitting defeat (for now) on trying to upload images to the blog. (Something to do with my CHMODDED needing to be re-set to 777 – whatever that means) In the meantime you can look at a case study we prepared using one of ouwn ads.