Advertising Testing

Emotion and storytelling are central to great advertising – taking people through twists and turns and making them laugh or cry. Character-development, human truths, and music are effective ways of generating engagement.

Redeploy the brand’s distinctive assets in fresh and topical ways over time (e.g. characters, storylines, slogans, jingles). Use the brand to drive the narrative – feature it during peak emotional moments and present it as the solution to the problem.

Focus on conveying only one key message, impression, or idea. The more you try to communicate, the more take-out of everything will be diluted (and lead to confusion). Show how product benefits ladder-up to emotional rewards.