Advertising Concept Testing
Advertising concept testing is used to evaluate ad theme concepts and appeals, advertising concepts, pricing, brand concepts, new product concepts and positioning strategy concepts. Companies often use advertising concept testers to help develop an approach to advertising that is effective in today's market. There are a number of important means of testing including online surveys, customer satisfaction assessments and web site evaluations. The important thing is to choose an advertising concept tester who uses qualitative and quantitative methods to evaluate consumer response to your product idea before it comes on the market or to alter current attitudes toward your existing product. Anytime a company wants to sell a product, they must determine the best approach to selling it. Through advertising copywriting and testing, a product can stand on its own in the market through a motto or image it represents. You, as a product inventor or distributor, may be looking for a new way to make something old sweep the market or something new to catch the eyes of potential buyers. The key is to work with a reliable advertising company who knows your market and how to advertise your product effectively.
Advertising concept testing can involve many approaches depending on your product and market. The best companies will collaborate with you to identify the product, advertising, pricing, and branding concepts. Different companies emphasize different aspects of their products. Some companies emphasize the price of their product. The product should appeal to people because it is affordable. Still other companies use brand to sell their product. Because the product bears a quality name in the industry, it's worth the price and the consumer should be buying it. Perhaps the name of the product should be the part that appeals to consumers. Maybe the product name is unusual or the name immediately defines the product, such as "Zap" for a lamp that zaps flying bugs dead. The form of media used is also considered by the concept testing company. Would TV be a better outlet than radio for advertising the product? Do consumers who need this product read billboards? All of these considerations are part of what concept testers do. It is a great deal of work, often more than a product inventor or distributor can handle. This is why it is a good idea to hire a concept testing company.
Questionnaires are a major part of what concept testers do in order to see if a product has a market and what market that would be. The advertising concept testing companies use online surveys, mail surveys and telephone interviews to find out if consumers are interested in certain products and what types of advertising they respond most to. They will also evaluate the product's current advertising campaign and strategies to see what positive changes can be made. Through quantitative concept testing, the testers evaluate the product by presenting it to consumers and having them indicate how much they would like to purchase the product. Through qualitative testing, or concept generation portions of testing, the concept company can find out if the product will actually stand its ground in today's market. This is extremely important because a company can put hundreds of thousands of dollars into a product and watch it flop in the market. This can be a costly loss to distributors large and small.
When choosing the right advertising concept testing company, you need to select one that offers only the best advertising copywriting. Advertising copywriters write professional copy for your website, brochures, scripts, press releases, newsletters and more. Poor writing can make a bad impression on your business should you attempt to write your own copy or not hire a professional copywriter. It is important that all written materials associated with your product or service be grammatically correct with correct spelling. Even if your motto includes slang, the advertising copywriting professionals will make sure that the spelling is not only correct, but that the slogan matches your desired image. Request samples of each companies advertising copywriting before you sign on board for their services.
To find advertising concept testing providers, talk to other industry professionals and ask for their recommendations. It is likely that they can refer you to a company that is known and reputable. If you don't have any recommendations, search the Internet for possible companies and make sure they also offer advertising copywriting. If you would prefer, though, you can select a company exclusively for your copywriting needs. Whatever company you choose, make sure that they have known clientele with good recommendations. In addition, make sure that the product you stand for is good for the customer and that your advertising isn't inaccurate. "The steps of a good man are ordered by the LORD: and he delighteth in his way" (Psalm 37:23). God will bless those who are honest to others.