Advertising is always a balancing act. A poster with striking colors can be very eye-catching, but doesn’t necessarily fit the brand image. An ad with an original testimonial can be very funny, but does it also arouse interest in the product? A TV commercial with emotional music can be appealing, but does it also convey a benefit? Such questions can only be answered by appropriate market research.
After all, despite having profound marketing and agency expertise, no one can predict with certainty how consumers will react to a new advertising campaign.
When creating a new campaign, the responsibles are always convinced by the idea. Nevertheless, not every marketing campaign is as successful as expected. Only when the creation has been tested in advance it also can be optimized for its maximum impact.