1. copy testing
Not all ad campaigns work in the same way, nor is the business context for one client the same as for others. Our range of copy testing products offers solutions that work within a client’s business and decision-making limitations to address key issues driving the development of advertising.
1. The importance of the medium in ad performance is only recently being recognized with the surge of interest in viewer engagement with programming and content. In short: ads work better if they are carried in programming which appeals to the audience. AMC’s context neutral copy test AMCONTEXT takes an innovative new approach by removing the effect of programming choices on the assessment of your TVC.
2. The pressure increases on advertisers and their agencies to speed up campaign delivery and reduce budgets. AMC’s AMQUICK answers the need for reliable ad assessment quickly and inexpensively.
3. Our AMFOCUS qualitative uses focus groups for ad assessment in situations such as early stage development or where client and agency feel a softer, more interactive feel for the ad effect is necessary
4. Our new hybrid methodology AM2Q is a qual-quant copy test which integrates the speed, depth and flexibility of focus groups with the certainty and rigor of a quantitative sample size. It is suitable for early stage and finished assessments.
We use many of the same key performance indicators across all our advertising-related work. This enables comparisons between all ads we test and monitor, while still being able to offer a methodology which is right for each client’s business situation. All AMC copy tests have the following important features:
In order for advertising to be effective we know it needs to accomplish two basic tasks: it needs to Access your audience and it must then Influence their feelings or their behaviour.
o Key measures from AMC copy tests are compatible with AMC tracking.
o Our tests may be self-administered (CLT, online)
o Comparison to relevant norms
o Analyzed by advertising researchers with deep experience in this market
Advertising research is best if it is collaborative. All AMC ad testing projects begin with a briefing of the brand’s business history, the business challenge that the ad is required to meet, its communication objectives and how stakeholders intend to use the outcomes of the advertising test.
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