ADVERTISING CONCEPT AND COPY PDF
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Advertisements: Concept, Photos, Copy by Mr. Bonzai
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Almost everyone loves your big idea for the next ad campaign. But before the storyboard is converted into a real advertising campaign, you want to test the creative.
Just in case. So your next big decision is, do you test the concept, or test the copy?
Or both? However, experience has shown us that a combination of the two results in better campaigns and stronger brand impact. We wanted independent evidence to support our theory.
So we requested a leading university to interrogate 46 case studies, where analysis was conducted at both the concept and copy testing stage. The results from our concept tests accurately predict results of the subsequent copy tests.
In other words, if the concept tested performs well, the final creative execution has a higher chance of performing well also.
This does not mean that advertisers no longer need to copy test their advertising. Our experts uncover instances where bad creation of a good concept can negatively impact performance — and brands will want to avoid this. Advert copy testing can help to identify and address these situations.
Based on the analysis by a leading university, acting on the recommendations made at the concept testing stage improves the creative executions in final copy testing. Testing the tests: what did we learn?
Enjoy better ad breakthrough.While seven repetitions are clearly too much for a Facebook ad, three could be the golden formula. Our interactive player makes it easy to find solutions to Advertising: Concept and Copy problems you're working on - just go to the chapter for your book.
Gould, T. Simple design: The clearer and simpler your ad design, the more eyes it will potentially draw.
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The results from our concept tests accurately predict results of the subsequent copy tests. We all want to belong, and Dollar Shave Club knows it.
Journal of Advertising Education, 2 1 ,