Custom Services > bCommunications > Ad Effectiveness

Custom Research Solutions

Scientific Analysis of Scientific Advertising

Using Customer Feedback to Evaluate Ad Concepts
Life science suppliers seek to minimize risk when launching a product by gathering evidence that the product is likely to succeed. However, many suppliers still take a large risk when launching an advertising campaign without evidence it will succeed with their target life science customers. Ad Effectiveness Testing is a cost-saving solution that uses data from actual life scientists to assess the potential impact of ad campaigns and to improve advertising return-on-investment. Results from ad concept tests may serve as either a final seal of approval for a successful ad or an impetus for complete redesign of an ad. In either case, the small investment required to undertake ad testing can justify the cost of an ad campaign or prevent unnecessary expenditures on campaigns that are likely to fail.



			Case Study: Does our ad evoke the reactions we want from our customers? A leading life science supplier sought to gain confidence before sending a finished ad to press. BioInformatics tested the ad with over 100 scientists to evaluate its emotional, intellectual, actionable, and negative characteristics. In addition, we tested the impact that the ad would have on a number of desired outcomes (e.g., likelihood to purchase from supplier’s Web site). The ad concept test evaluated the text and imagery of the ad and collected data regarding the preferences of the scientists in the sample.

Uncovering Feature Importance and Best Overall Instrument Design
For Ad Effectiveness Testing, BioInformatics uses a variety of tools to evaluate print and online advertising concepts. The flagship tool in our arsenal is AdAssay, our proprietary ad testing methodology. Developed using widely accepted attributes of ad effectiveness, AdAssay can assess advertisements in the concept, pre-launch, or post-launch phases. Using this method, advertisements are evaluated by the target audience across four key factors:

Emotional
Intellectual
Actionable
Negative

Click to enlarge
AdAssay is a flexible tool that can evaluate multiple ads or a single ad, from any phase in the development process. It provides a cost-effective method of gathering feedback from actual customers before incurring the expense of ad publication. In addition, this technique is an effective tool for ads already in the field so that you can find out if they are having the impact you expected. Using this tool, BioInformatics provides the ability to conduct a quantitative, scientific analysis on scientific ads!

Delivering Results
Based upon the results of the AdAssay, our client felt confident in the ad and went to press with only a few minor revisions (you can see this ad in numerous trade publications today). In this case, AdAssay provided the support necessary for the decision to finalize the actual go-live ad over three other ad options. In other situations, ad concept testing can reveal extreme hazards, helping clients to avoid publishing an ad that is potentially damaging or ineffectual on the target market segment.

AdAssay provides you with the proving ground you need to be sure you have made best advertising choice!

To get more information on BioInformatics' Ad Effectiveness Testing or to discuss further details of your potential market study, please contact us at 703.778.3080 ext. 12 surveys@gene2drug.com.