Creative development for more effective advertising and maximised ROI.
We see our job as helping the process of making great advertising, not testing it to destruction. We see research as a springboard to creative brilliance, rather than a 'consumer arbitration process.' Central to our approach is understanding the brand response rather than response to the advertising as an artefact in its own right – and some great advertising has been the result.
LinkTM is:
Predictive – it provides an accurate prediction of how efficient the ad will be on-air (for TV)
Evaluative – it identifies strengths and weaknesses of the ad, and
Diagnostic – it explains why the ad is strong or how to improve it.
The LinkTM system was developed after many years of observations from tracking advertising campaigns in real life, rather than some unsubstantiated philosophy.
Link copy testing draws its strength from Millward Brown’s vast 30 years of experience. From working with thousands of leading brands all over the world Millward Brown, and now Colmar Brunton, has acquired an unrivalled understanding of how advertising works—in terms of both short-term consumer response and longer-term effects on sales and brand equity.
In observing advertising campaigns over time is it clear that consumers tend to remember only those parts of the advertising content which had involved and interested them. We have learned that a creative idea that is truly engaging can hugely increase the power of advertising, and that it’s perfectly possible for one execution to be 10 times more engaging than another. A brand achieving this is getting a 10 times better return on its media spend than a competitor that fails to make itself engage.
We have also observed that ads with powerful news can be especially effective in driving short-term sales. And we have found that the ability of an ad to communicate its key intended message can vary from zero to 99 percent.
Crucially, it’s an empirical understanding of advertising effectiveness that underpins our suite of Link approaches.
For more information please contact:
Jacqueline Ireland
T 64 9 919 9230 | M 64 21 546 349 | E
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Colmar Brunton is New Zealand's most well-known and trusted market research company
