CHAPTER I
A SHORT STORY OF
TELEVISION COPYTESTING
LATE 1950S AND EARLY 1960S
According to historical records tracked down
Programming was in black and white
in the 4A’s library New York, in 1960 an
average network-quality 60 second
Televisión advertising was different, basic unit
commercial would cost you $10,000 to
was longer than 60 sec commercial.
produce one-fortieth the cost if today’s
Many brands advertised in sole sponsor shows
production.
without commercial clutter.
Various methods of research have been
developed to manage the risk associated with
increasingly expensive media budgets, Given the low cost of commercial production,
copytesting. doing research on creative effectiveness was
considered a relatively simple and
In the past twenty years, suppliers have straightforward filtering process.
produced an endless series of validation
charts.
WHY DO CLIENT AND AGENCY FRUSTRATIONS
PERSIST, DESPITE THE ONGOING EVOLUTION OF
THE “SCIENCE” OF COPY TESTING?
The frustration comes from overpromise and
oversimplification of a complex subject.
THERE ARE FOUR GENERAL
THEMES WOVEN INTO THE LAST
HALF-CENTURY COPYTESTING:
The quest of a valid single-number statistics
to capture the overall performance of the Development of diagnostic copytesting
advertising creative.
Development of moment-by-moment
Development of non-verbal measures in
measures to describe the internal dynamic
response.
structure of the viewer’s experience.
THE SEARCH FOR THE
UNCONSCIOUS MIND
It has long been a belief of advertising professionals that much if the way advertising
works operated below the surface.
The idea being that advertising first has to get attention, then generate interest and
desire before leading to a consumer action.
One of the essential aspects of watching a television commercial is that is a temporal
experience-it’s an unfolding of a sequence of ideas and emotions that takes place over
time, in thirty seconds, or perhaps fifteen.
SEVEN TRENDS THAT WILL SHAPE
THE WAY WE DO BUSINESS IN THE
FUTURE:
The emergence of global standards for There will be more advertising measurements,
advertising global brands. not less.
The new value proposition will be filtering
Pre-testing will be less television-centric.
plus optimization.
Ad research will move beyond semantics, New heuristic models will be built up to help
putting a new emphasis on non-verbal many agers make ad decisions in a world
measurement. increasingly confused by media fragmentation.
New mathematical approaches will be
developed to model advertising effects.
Catalina Alvarado Polinaris
investigación Publicitaria IICO2022
CHAPTER II
ADVERTISING MODELS
A MARKET RESEARCHER HAS Confusion and anxiety do not, as a rule, form an
ideal emotional climate for the learning process.
TWO JOBS:
How do we move beyond these limitations and
1. Learn something useful that your clients become the teachers our clients need us to be?
didn’t know before
2. Teach them what you found out We mist begin with a shares mental model.
The decisions your clients make based on pre-
testing research are as much a function of the Given the low cost of commercial production,
mental models they have about advertising doing research on creative effectiveness was
works. considered a relatively simple and
straightforward filtering process.
WHAT ABOUT EMOTION? EMOTION SELLS.
ESSENTIALLY, THE MODEL SAYS THAT
FOR ANY COMMERCIAL TO BE EFFECTIVE
IT MUST ACCOMPLISH THREE THINGS:
The audience must know who is sending the
It must get noticed and attract an audience advertising message.
Once the commercial has the audience’s
attention: it must “sell” them something.
While there are no formulas for effective advertising, there are general principles that
need to be taken into account when trying to penetrate the mind with effective selling
ideas.
t’s important not to think of print ads as static simply because they don’t have temporal
dimension like TV commercials.
Although a print ad doesn’t move, the consumer’s mind must move through the ad to
create an effective advertising experience.
A LARGE PART OF THE HUMAN BRAIN IS
DEVOTED TO CREATING WHAT WE CALL
“VISUAL PERCEPTION”.
Because of its potentially higher level of its
Print is a more active medium than TV in the sense
involvement from readers of print ads, it is possible
that more work is required dorm the audience in
to transmit more complex messages in a print than a
processing the information in the ad.
tv.
This reminds us that this new age ad exploding
media choices there is the fundamental need to view
advertising holistically.
Catalina Alvarado Polinaris
investigación Publicitaria IICO2022
