Insights for a better campaign through campaign pre-testing

When you have invested a lot of time and energy in developing a campaign, it is nice to know for sure that it will contribute to the objectives. A beautiful campaign is nice, but if the target group does not understand the message or remember the sender, then the commercial misses its mark. By focusing on relevance in our research, we want to build a strong relationship with you and ensure that your campaign delivers measurable results. We can help you gain insight into the comprehensibility, clarity, credibility, and relevance of a commercial, including positive points and areas for improvement.

How is a campaign pre-test conducted?

The Markteffect Likeability model is one of the tools used to conduct a pre-test campaign. This model is the result of a combination of scientific research and our many years of research experience. The (partially) standardized model provides insight into the performance of your commercial at a glance.

The main reason for pre-testing a campaign creation is to find out whether it conveys the message correctly and whether it is understood and remembered by the target group. Our campaign pre-test is conducted by means ofan online survey, in whichwe carefullysearch for the right target group. After all, it is particularly important to find out whether the campaign is understood by your target group.

We have access to an extensive consumer panel and a large panel of participants from the business community. Using a strict screener, respondents who do not fall within the target group will not participate in the survey. Of course, we can also conduct a campaign pre-test based on your own customer base. We would be happy to discuss the possibilities with you.

How does Markteffect make campaign pre-test Markteffect unique?

We have extensive experience in conducting campaign pre-tests based on the Ad Likeability model. One advantage of this model is that it has been used many times in our research, allowing us to establish a benchmark. This benchmark can be used to clearly explain which aspects of a campaign score well and which do not.

This can add value to your results. It gives the research and the results more depth.

What are the benefits of a campaign pre-test?

Based on the results and our benchmarks, we can tell you exactly which aspects score well and where there is room for improvement. We focus primarily on clarity, comprehensibility, appeal, and brand relevance. We also determine whether the campaign is appealing and whether it encourages action.

The results will be compiled in a clear report and fed back to you. If desired, we can provide feedback together with you, as the agency that developed the creation, in order to arrive at a perfect end product. We believe it is important to ensure that you can make the right decisions based on the best and most relevant insights.