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Q.5:
Is CopyVision validated?
Q.6:
Can I use CopyVision on finished ads?
Q.7:
What length commercials can I test?
Q.8:
Does MarketVision Research have norms for CopyVision?
Q.9:
Is the commercial all that I need to provide to MarketVision Research?
Q.10:
What is the recommended base size of a CopyVision project?
Q.1:
Can I add questions, or change questions from the standard CopyVision interview?
A.1:
CopyVision is built to be fast and efficient internally. Even though the
standard interview is set as far as measures to be tabulated, there is
still some customization. The questions we are tabulating capture data
in the same locations from study to study. This allows for ease of programming,
ease of cross-tabbing and helps
maintain the quality of data in the short time period in which we are delivering
it. Every test will require input to create brand specific content to the
standard measures.
The
final questions in the standard interview are open-ended with verbatim
playback as the deliverable, allowing for client customization.
CopyVision
can be further customized, however, adding questions to the interview means
you need to consider the following:
-
If the length of the survey is increased the cost may go up.
- Customization
of questions requires additional programming and data processing time.
Not only may this increase project costs, it may also compromise standard
timing.
Q.2:
Why there is no Recall measure?
A.2:
The answer is threefold:
- Recall
is a copy test measure that determines an ad's ability to breakthrough
"clutter" and register the brand name and commercial memory
with viewers. The clutter is created by embedding the test commercial
into a program (a 30-minute sitcom for example) that has additional advertising.
Or, it is done with a "clutter reel" in which a series of different
commercials are shown one after another.
CopyVision
is a diagnostic viewing. It is not intended to replicate actual
viewer conditions. CopyVision takes the approach that the commercial
IS getting through to the viewer, and assesses the value of that delivery.
-
Our persuasion assessment is done on a pre-/post-viewing measurement,
and is brand or service based. By introducing the brand or service name
before viewing the commercial, viewers are more aware of those names,
and recall results will become biased.
-
While recall is debated as a key evaluative, most advertising research
companies agree that the persuasive power of an ad lends more weight to
determination of ad success. Thus, we focus on the more widely accepted
key criteria.
Q.3:
How do I know which persuasion measure to choose?
A.3:
You are likely to want to keep the measurement you have used in the past,
but, remember that the numbers generated by CopyVision are not directly
comparable with numbers generated from other research.
If
you are undecided consider:
- Calling
us
for guidance (1-800-232-4250).
- If
the advertised brand is a long term durable or a service, you may want
to explore some "intent" based measurement describing their
advertising goal (intent to visit dealer, intent to call 1-800 number,
intent to visit website).
-
If the advertised brand is a fast-moving packaged good, you are likely
to use either the constant sum or purchase intent/purchase frequency measurements.
Q.4:
How does MarketVision Research measure persuasion if the advertised brand
is a new product?
A.4:
Any one of the three persuasion measures we typically use are appropriate
for new products and line extensions. We include the brand name in the
pre-viewing portion of the survey, even though respondents should have
no experience with that name. Variety seeking is a shopping habit, and
people will choose products they've never heard of before. Sometimes the
product name can provide a lot of information. We want to measure the commercial
effect, not the name effect. By including the name prior to viewing, if
it has appeal, respondents will choose it and we will have neutralized
its descriptive effect as best we can.
Q.5:
Is CopyVision validated?
A.5:
No. "Validated" in terms of copy test systems suggests that results
from the study will replicate in the real world. There are ways to link
copy test scores with changes in the marketplace, which copy test systems
then use to prove the predictive power of their products. CopyVision is
designed to help advertisers in the early stages of advertising development.
From
a CopyVision test, it is expected that even the "winners" of
ads tested will go through revision before they are finished, produced,
and put on air. What reaches the final airwaves will likely resemble the
early stage ad in title only. Thus, there is no expectation to validate
results from early stage to on-air success as the ads are essentially different.
There
are likely to be advertisers that want to test finished advertising with
CopyVision. CopyVision will give them fast, diagnostic learning about the
ads, however, the service was developed as a diagnostic aid to early stage
development.
Q.6:
Can I use CopyVision on finished ads?
A.6:
Yes. While the tool is designed to be useful for early stage development
(i.e., choosing between animatic/rough ad alternatives), its diagnostic
measures are applicable to finished ads. Many of the measures are found
in other copy test system interviews.
Q.7:
What length commercials can I test?
A.7:
Most
commercials on-air are 30-seconds in length, though 15-second ads are getting
a greater share of time-increasing the on-air advertising clutter viewers
face. CopyVision can accommodate any length ad, 10-second, 15-second, 30-second,
60-second or even longer.
Q.8:
Does MarketVision Research have norms for CopyVision?
A.8:
CopyVision is not intended to be a norm-based system. Comparisons are intended
to be between ad alternatives, or compared to an earlier benchmark ad.
Norms are aggregated averages of all the results for the service. Using
such averages as benchmarks is inadvisable for the following reasons:
- CopyVision
is intended to capture measures from among client-specific targeted samples.
Aggregating results into a norm is problematic among different samples.
Advertisers in the same category may measure from different samples. For
example, Snickers' advertising team may want results among teen boys 13-17
years of age. A Milky Way test may want to measure the ad among a market
segment they label as "chocolate lovers." We would expect very
different results for a measure such as likeability from these different
groups, combining them in any way would be ill-advised.
- "Norms"
are typically used as a benchmark for comparison. Given a normal distribution
of results, we would only expect a small amount of ads tested to be "exceptional."
Making a "norm" of the full range of expected results will produce
a comparison that is not going to help our clients produce better advertising.
Accepting parity to that norm will promote accepting lower quality. It
will advise them on how well they do compared to other rough ads, not
give them advice on how to produce superior advertising.
Q.9:
Is the commercial all that I need to provide to MarketVision Research?
A.9:
You need the commercial(s), and the creative briefs from which they were
developed. The creative brief is documentation of what the advertiser and
the agency expect the commercial to accomplish. It will include a description
of the messages, the (sample) target audience, and other information we
might use in finalizing the interview.
Q.10:
What is the recommended base size of a CopyVision project?
A.10:
Typically we recommend a minimum base size of 150, but if key segments
are important, then the required sample size may be larger.
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