Project Summaries

Study #6

Industry: Manufacturing           Methodology: CLiP communications testing
Project: Heartburn medicine – ad testing

Background

A manufacturer was set to introduce a new product (PPI) and had developed several ads designed to ‘bring the product to life’. Objectives were to:

• Evaluate 5 advertising spots on ad performance measures n
• Determine if any of the designs created greater breakthrough than the Current offering
• Understand drivers of appeal, relevance, believability and fit with the brand
• Understand the thoughts, feelings and emotions that each animatic elicits
• Understand specific optimization opportunities for each animatic

Approach

1. CLiP communications testing vehicle was utilized to address the objectives.
2. In this instance a ‘blended’, quantitative-qualitative CLT was deployed.
3. 8 sessions of ~20 consumers were recruited.
4. During the first hour of each session consumers completed a quantitative CLiP evaluation of the 5 animatic spots.
5. In the second hour, a focus group was competed with 6-8 respondents from the session.

Results

Although all five ads created interest in the product, two of them were most successful at capturing attention, differentiating the product, and communicating ‘life without heartburn’.

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