Marketing Communications

300 CHAPTER 9 ADVERTISING RESEARCH

In a pre-test, a number of elements can be measured that are considered to be important for the success of the

campaign. However, before any judgement on the appropriateness of the campaign can be made, the results of the

pre-tests should be benchmarked against other relevant campaigns. In the table below, the pre-test results of a new

campaign for a prepacked sauce are given. Criteria such as attention, branding, communication, rational response

and persuasion aspects are measured. The comparison is made between the new campaign and the average pre-

test results of the same campaign in different countries, the average results of all other tested campaigns in the

same country, and of all other food campaigns in this country. Furthermore, the pre-test results are benchmarked

against normative action standards or pre-test objectives.

BUSINESS INSIGHT

Pre-testing a new campaign for a sauce mix

Pre-test scores of new campaign and benchmark campaigns for key criteria

New

campaign

Index

against

country

average

Action

standards

Country of

campaign

average

Country of

campaign

average

food

Attention Active 3.98 99 105 3.83 3.66

Enjoyment 3.99 109 105 3.64 3.69

Branding Brand linkage 4.18 109 110 3.90 3.88

Communication Ease of

understanding

3.73 3.65 3.70

Specific criteria:

• Are practical
  to use

81%

• Have a very
  good taste

58%

• Are very good
  in quality

49%

• Are disposable
  in a large range
  of variety

71%

• Offer you
  something
  really new

63%

Rational

response

New

information

3.15 2.59 2.67

Different 3.23 3.15 3.30

Relevant 3.06 2.85 3.02

Believable 4.05 3.66 3.79

Didn’t tell

you enough

2.89 2.88 2.89

Persuasion Persuaded me 25% 120 110 120

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