Identify the strongest core messaging within a set to save costs and generate stronger ROI

Experience has shown that the most effective creative executions start with a strong underlying selling strategy. There is simply no replacement for understanding how different value propositions engage different consumer groups to build equity and motivate action. Even seemingly minor changes in base messaging and demonstrations can mean the difference between superior and average advertising response.

comScore Strategy Evaluation identifies the best core messaging prior to incurring the expense of creative development. The use of a barebone video or white-card stimulus isolates the underlying sales strategy from executional elements, providing a firm foundation on which executions for all media types can be built.

Highlights

• Proven Approach. This technique has been used for decades and has been the research centerpiece of many award winning campaigns.
• Proven Metrics. Central to this offering is Share of Choice, a metric that captures actual consumer preference for a brand among a competitive set. Lifts in Share of Choice are proven to strongly correlate with in-market sales lifts for the brand, adding confidence to your decision making.
• Easy to Implement. Value propositions are easily integrated into creative briefs, ensuring transfer of key insights to agency partners.
• Supports all Campaign Types. This approach works well for emotionally-based messages, rational strategies and/or mixed campaign ideas. Broad strategic alternatives may also be tested, as can alternative versions with varying reasons to believe.
• Gain Access to Unmatched Industry Knowledge and Expertise. With over 1,500 strategy assessments conducted to date, this approach has been applied across a wide variety of geographies and industries, such as Auto, CPG, Food, Rx, OTC, QSR, Retail, and Apparel.

Benefits

For Advertisers

• Increase speed-to-market and reduce production costs
• Get specific direction for strategy improvements
• Enhance synergistic opportunities for cross-platform communication strategies
• Close the gap on moving from concept to execution

For Creative Agencies

• Improve the potential for delivering creative strategies that can be translated into effective advertising
• Ensures execution qualification
• Provides robust insights for powering creative briefs
• Leverage research as an ideation platform for various sales messages and demos
• Demonstrate a solid commitment to the client relationship and advertising excellence

To discover how comScore Strategy Evaluation can help you compete and succeed in the digital world, please contact us today.