Advertising Testing

Emotion and storytelling are at the heart of great advertising – taking people through twists and turns and making them laugh or cry. Character-development, tapping into human truths, and music are all effective ways to generate engagement.

Redeploy the brand’s distinctive assets in fresh and topical ways over time (characters, storylines, slogans, jingles, etc.). 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 potentially lead to confusion. Show how product benefits ladder-up to emotional rewards.