Sure, we can name exceptions, the ads that in current parlance, “go viral,” such as the Wendy’s series on “Where’s the beef?” or the Verizon Wireless’ series with “Can you hear me now?”
It is all too easy (and natural I might add) for managers to fall into the trap of “well, I get it, so everyone else will get it as well.”
Not true.
If you are reading this, you have defined yourself as out of the mainstream. You probably pay close attention to marketing, what it looks like, how it works, who is (and who is not) good at it. Unless your company’s target market are people with the same demographics as management, there is a high likelihood that your target market won’t get it.
That’s why ad testing is so critical. Companies need to know, not guess, whether their target markets “get” the ad.
Back to the big game.
You’re going to spend $3,000,000 for airing the ad.
You’re going to spend what, let’s say, $3,000,000 to make the ad.
What would stop you from spending $100,000 to $150,000 to test the ad?
Doesn’t make sense, does it?
But it happens all the time.
Now, in the words of Howard Jones, no one really is to blame.
Ads don’t get tested for lots of seemingly valid reasons. Reasons like it was not ready on time or we don’t want to let the cat out of the bag.
In my experience, ads often are not subject to test because the ad agency has the ear of executives and the ad agency does not want the ad tested. There is always a valid reason why.
Can you say Clio award?
When I see a beautiful ad, lots of whiz-bang, lots of dollars spent, really really cool, but I cannot figure out what product or service is being sold, my instinctive response is the ad agency, not the client’s marketing department, is running this show.
Bottom line: ads have to work–that is, they have to work at selling or promoting a company’s brand, or products, or services. Isn’t increasing the bottom line the reason a company is spending money doing advertising?
Company’s test and measure almost everything these days.
It’s time for advertising to be subjected to the same rigorous standards.
More to follow.
Comments welcome!
Dr. Bob
