The Power of Advertising

  • Advertising Research Services
    Based on thousands of research studies in our archives, we believe in the power of advertising.
    Advertising has the power to create awareness, the power to set the agenda, the power to suggest and influence, the power to convey new information, and the power to 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.). 



The companies that master the research processes to consistently develop and deploy great advertising will own the future.

Decision Analyst offers these advertising pretesting systems:

  • CopyScreen®: Evaluate embryonic advertising ideas and concepts in print-ad format
  • CopyCheck®: Evaluate and improve advertising concepts, early-stage print ads, TV storyboards, and digital/social media ads.
  • CopyTest®: Predict the effectiveness of semifinished to finished commercials and advertisements.

Summary of Advertising Pretesting Systems

Screens &
Ranks Ads
Batches of 10 to 20
Ads Tested
Monadic Design
Ad Concepts
Sample Size =
200 to 500 in Total
Ad Rankings
No Normative Data
Rough Estimate of
Ad Effectiveness
Only One
Ad Tested
Early-Stage to Near-Finished TV,
Radio, Print, Mobile, etc.
Sample Size =
75 to 100 per Ad
SellingPower™ Approximation,
Open-Ended Diagnostic Feedback
Normative Data
Ad Effectiveness
Only One
Commercial Tested
Near-Finished to Final TV,
Radio, Print, Mobile, etc.
Sample Size = 150 to
200 per Commercial
SellingPower™ Mathematical Model,
Open-Ended Diagnostic Feedback
Normative Data
Blogs, Papers, And Webinars On Advertising Research

Can You Hear Me Now? Embracing Advertising Testing
Constantly testing and improving ads is a strategy that wise companies will emulate and follow.

Advertising Effectiveness
Advertising testing could provide a reliable feedback loop and lead to much better advertising, but many obstacles stand in the way.

Advertising Research
A summary of recent insights about advertising, based on the latest research findings.

Applying Segmentation Results to Marketing Communications
In this video from our Market Segmentation Video Series, we discuss applying your market segmentation results to your communication strategy.

Case Studies Advertising Research

Advertising Research: Benchmarking New Ads for a Restaurant
The consistent reinforcement of successful advertising testing has helped the client gradually improve their advertising effectiveness over time.

CopyCheck® of Animatic Ads
The CopyCheck® measures and diagnostics provided the client with a “directional” estimate of each advertising concept’s probable effectiveness along with insightful diagnostic feedback for each ad concept.

Advertising Testing Among Hispanics
Overall, the advertising research gave the client specific suggestions for making the advertising more culturally relevant to Hispanics, resulting in a stronger connection between the consumer and the brand.

Big Qualitative
Hospital System Advertising Testing Better And Faster With Big Qual
Based on the results of the research, the hospital system immediately moved forward with producing a television commercial that used the winning ad concept.

Advertising Testing Services

Decision Analyst is a leading global marketing research and analytical consulting firm and a recognized leader in advertising testing. Our staff has 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.

Jerry W. Thomas ( is President/CEO of Decision Analyst. He may be reached at 1-817-640-6166.


Advertising Pretesting Video

Video Chapters

Below are the timestops for the above video

  • 01:22 Intro
  • 04:32 Barriers to creating effective advertising
  • 08:35 Pretesting Systems
  • 09:06 Theater
  • 09:46 Day After Recall
  • 11:19 Split Cable TV Panel
  • 12:22 Digital A/B Test
  • 13:21 Test Market
  • 14:37 Qualitative Research
  • 16:16 Online Research
  • 17:54 Key Measures
  • 18:14 Attention Value
  • 19:36 Brand Registration
  • 21:30 Message Communication
  • 22:24 Persuasion
  • 24:05 Likes & Dislikes
  • 24:47 Emotional Involvement of Engagement
  • 26:13 Image Projection
  • 27:01 Best Practices