Updated: May 10
November 16, 2022
In the world of advertising and marketing, perception - more often than not - is reality. When crafting and deploying an ad, having a clear and accurate understanding of how your message is perceived by your target audience is instrumental to the success of your campaign. Through Advertising Message Testing, you can ensure that your ad conveys what you want it to and measure its effectiveness before pulling the trigger on a costly campaign.
Why Use Advertising Message Testing?
In the same way, you test a product before putting it on the shelves, it’s just as important to test your messaging to identify its unique effects among key demographics, geographics, and psychographics. Confirm that your campaign will have the desired effect or discover areas of opportunity and improvement in order to optimize your campaign, prevent miscommunication, or capture an untapped audience.
Your organization can make informed, data-backed decisions to guide your marketing strategies, avoid a failed campaign, and gauge the effectiveness of your messaging by utilizing Advertising Message Testing.
With Advertising Message Testing, OHPI can provide data-driven insights on vital questions such as:
Are you conveying the right/best message to achieve your objectives?
What type of messaging and imagery resonates best with your target audience?
What persuades consumers to choose your company over your competitors, or vice versa?
What pain points does your company address and solve within your messaging?
What are the additional opportunities to provide value to your target group(s)?
In this real-life example, OHPI asked a battery of questions to our client’s target audience that they wanted deeper insights about.
Within the survey, we tested an array of message types, measuring the respondents’ likelihood to support the client’s project given each message. Our expert data analysts extracted all the data and aggregated the most important and interesting findings from our sample, uncovering indispensable insights that supplemented the goals and objectives of our client. What became clear during analysis was that the specific verbiage in messages 1, 2, and 3 earned a net support of over 50%.
In the context of the above chart, our client was able to make two major decisions that ultimately maximized their marketing efforts and achieved their objectives:
First, the client removed the messages with negative impacts from their campaign entirely. This mitigated risks of miscommunication and saved valuable time and money that would have otherwise been wasted on pushing messages or using verbiage that did not resonate well with their target audience.
Then, our client used additional data derived from our survey in conglomeration with the top 3 most positively impactful messages to push a multi-faceted marketing campaign. After learning which of those 3 messages resonated best with specific groups that shared similar demographics, geographics, and psychographics, as well as what modes of delivery were preferred among each, our client was able to craft 3 unique, targeted advertisements that spoke directly, intentionally, and effectively to each subgroup.
By utilizing the insights from this survey research, our clients achieved an effective marketing campaign whose success was measured by increased advertisement reach and engagement as well community support for their project.
OHPI conducts message testing for corporate and political organizations alike, allowing key stakeholders and decision-makers to gain an accurate and quantified understanding of their messages’ effects on their target audience and empowering them to tailor their message and delivery to best resonate with their key audiences.
Interested in Advertising Message Testing?
Click here to learn more about our Message Testing service, or schedule a meeting with Chief of Research Mike Noble to discuss how we can help you reach the right audience with the right message through survey research.