The Power of Advertising
Based on thousands of research studies in our archives, we believe in the power of advertising.
Advertising can:
- Create awareness
- Set the mental agenda
- Suggest and influence
- Create a model consumers identify with
- Convey new information, and
- Persuade.
Advertising has short-term power (conveying new information, building awareness, enhancing credibility, etc.) and long-term power (conveying brand image, attaching emotional values to the brand, building positive reputation, etc.).
If you would like to discuss a Advertising Research project or to get a quote, please fill out the form. We will respond quickly.
How Can We Help You?
Why Decision Analyst?
The companies that master the research processes to consistently develop and deploy great advertising will own the future. Decision Analyst offers these proprietary advertising testing systems:
- CopyOpt™: An online choice modeling system to determine the optimal mix of communication messages, illustrations, and symbols.
- CopyScreen®: A system to screen early-stage creative concepts or ideas in a print ad format.
- CopyCheck®: A system to provide diagnostic feedback for early-stage creative ads and storyboards—before the expense of final production.
- CopyTest®: A comprehensive pretesting system to predict the effectiveness of commercials and ads.
- CopyTrack®: A system for measuring an advertisement's awareness, message recall, trial, usage, brand image, etc., in real-world environments over a period of time.
Decision Analyst’s moderators use qualitative explorations as powerful stimuli to creative development and the improvement of advertising effectiveness. Qualitative research is especially valuable before the creative process begins, but it can be applied throughout the creative development process.
Depth interviews are strongly recommended over focus groups—to minimize group biases and to permit the use of projective techniques. Depth interviews also provide deep insights into both the verbal and visual aspects of communication.
Once basic consumer motivations are understood and some of the basic elements of strategy are defined, consumers can then be engaged to help in the advertising development process. However, not just any consumers will do. Highly creative individuals are the key. They can help create “starter” ideas for breakthrough advertising.
Decision Analyst maintains a panel of highly creative people (called Imaginators®) who work in small groups, online or offline, to generate hundreds of advertising ideas for a brand. These starter ideas must be developed into final ads by agencies and should go through standard copy-testing procedures.
Advertising Research Team
We Are Here To Help
Decision Analyst is a leading global marketing research and analytical consulting firm and a recognized leader in advertising testing. Our experts have copy tested thousands of different commercials and ads for foods, beverages, restaurants, packaged goods, retailers, and other categories. Decision Analyst is a leader in the development of analytical techniques to enhance the learning from advertising research.
If you have any Advertising Research questions you would like to discuss, please contact Bonnie Janzen, President (bjanzen@decisionanalyst.com) or Jerry W. Thomas, CEO (jthomas@decisionanalyst.com) via email or by calling 1-817-640-6166.