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Advertising Testing

Will your advertising prime long-term brand building? Test and track the creative effectiveness of your advertising.

Test advertising across any channel, platform or format

TVC
Video Content
Digital
Outdoor
Print
Radio

The 3 C’s predict marketing effectiveness

Cubery Methodology | Captivate

Captivate

Attract and retain attention, engage in an emotional way
Cubery Methodology | Connect

Connect

Leverage unique brand properties to create instant recognition
Cubery Methodology | Compel

Compel

Leave a lasting impression which primes people to choose the brand

What’s included in a report?

Below you will find an overview of our key reporting metrics. The depth of information included in your report will reflect the level of insight configured for the Test (see the table at the bottom of this page for further information).

Advertising Testing with Cubery Market Research
Media (In-market)

 

An understanding of how effective media targeting, frequency and weight of expenditure has been. These insights can be used to optimise media spend and maximise creative impact.

 

Metrics:

  • Awareness (Reach)
  • Frequency
  • Wearout
Media (In-market) | Advertising Testing
Performance Summary

 

Cubery’s proprietary methodology uses 3 C’s to predict effectiveness: Captivate, Connect and Compel.

 

Metrics:

  • Cubery Rating
  • Captivating: Attraction, Interest, Likeability & Branding
  • Compelling: Feeling, Difference, Persuasion & Virality
Performance Summary | Advertising Testing
Attraction Diagnosis

 

Advertising must force its way into people’s mental headspace in order for it to have any chance of impacting them. This question measures whether the ad is likely to stand out and grab people’s attention.

 

Metrics:

  • Unique / Distinctive
  • Annoying / Irritating
  • Nice / Pleasant
  • Dull / Boring
Attraction Diagnosis | Advertising Testing
Branding Diagnosis

 

Even if an ad is noticed and remembered, poor branding will limit how much of those memories end up being attributed to the brand. We measure the success of both short- and long-term branding techniques.

 

Metrics:

  • Integration
  • Prominence
  • Fit
  • Cues
  • Uniqueness
Branding Diagnosis | Advertising Testing
Likes & Dislikes (Spontaneous)

 

An understanding of the aspects of the ad that people were most positive and negative toward. This helps to diagnose what’s working and identify opportunities for improvement.

 

Metrics:

  • Likes
  • Dislikes
Likes & Dislikes | Advertising Testing
Brand Associations (Spontaneous)

 

3 words people associate with the brand after seeing or hearing the ad. This generally elicits an emotionally-charged response, complimenting the more rationally-geared nature of the prompted Brand Impressions question.

Brand Associations | Advertising Testing
Brand Impressions (Prompted)

 

Given the goal of advertising is to build associations and feelings over time (i.e. working toward the brand’s desired positioning), it is important to understand whether the impressions the ad conveys about the brand are in-line with objectives.

 

Metrics:

  • 5 x customised statements
Brand Impressions | Advertising Testing
Rational Diagnosis

 

If an ad has a short-term sales activation focus and is attempting to convey rationally-geared information about the brand, then its success is often determined by its ability to tap into one, or preferably more of these levers.

 

Metrics:

  • New
  • Informative
  • Different
  • Believable
  • Relevant
  • Clarity
Rational Diagnosis | Advertising Testing
Emotion Diagnosis

 

Advertising which makes people feel something has a better chance of being noticed and remembered, and is more likely to influence decision-making and behaviour. This question identifies the type and intensity of emotions elicited by the ad.

 

Metrics:

  • 20 emotions in total across positive/negative and high/low arousal continuums.
Emotion Diagnosis | Advertising Testing
Deep-dive (Spontaneous)

 

A detailed understanding of how the ad is working, providing insights which can help to optimise performance.

 

Metrics:

  • Brand Impressions: The impressions people were left with about the brand.
  • Standout: The elements of the ad which are most likely to be left in people’s memories.
  • Playback: Deconstructing how people processed the ad to determine whether it was understood as intended.
  • Brand Assets: The branding devices (distinctive brand assets) used in the ad which were recognised by people.
Open-Ended Deep-Dive | Advertising Testing

Have further questions or want to see a case study?

What metrics are included in each tier?

We offer 3 different tiers to choose from when creating a Test. Select the level of insight which matches your testing requirements.

  • Media (In-market)
  • Performance Summary
  • Attraction Diagnosis
  • Branding Diagnosis
  • Likes & Dislikes
  • Brand Associations
  • Brand Impressions
  • Rational Diagnosis
  • Emotion Diagnosis
  • Open-ended Deep-dive
Evaluate
How does it perform?
Diagnose
What is driving performance?
Optimise
How can it be improved?

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