Launching an advertising campaign without research can be like trying to navigate an unfamiliar city without a map. Unless you have amazing sense of direction and a massive amount of luck–you’re going to get lost. When it comes to advertising, wrong turns don’t just waste time, they cost money.
Edelman Berland has carried out successful advertising development, testing and tracking campaigns for clients across all major markets. We provide guidance at every stage of a campaign’s development – whether you’re looking to better understand your consumers, test ad concepts and messaging prior to launching an advertising campaign, or evaluate the success of a campaign post-launch.
Communicating the Benefits of Digital Television Technology
A national trade association sought Edelman Berland’s services to test ads and gauge public opinion among general consumers nationwide regarding digital television and their reasons for purchasing (or not purchasing) digital televisions, in order to inform their upcoming digital television expansion program.
Edelman Berland conducted eight focus groups in four key markets, amassing both qualitative and quantitative data concerning digital television ad concepts. The ad-test produced clear results, which Edelman Berland was able to segment to determine what exact elements worked, and which did not, as well as determine that there was a lack of general consumer awareness concerning both the benefits of digital television technology and how to acquire it.
These results formed the base of the client’s strategic communications program, specifically their advertisement campaign, and were fundamental in their drive to increase consumer use of digital television technology, including enhancing their communications outreach concerning education on digital television.
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