A Revolution In Advertising Testing
The trouble with advertising testing is that the drivers of behavioural change required for lifting market share are rarely measured in communication effectiveness or brand research.
Instead, in many cases advertising effectiveness is measured by a bewildering array of surrogate measures anchored to a pre-search and social normative database.
THE CONSUMPTION DRIVERS PRINCIPLE
When the objective of the communication is to bring about a business outcome such as gaining market share, then the creative idea and subsequent marketing measurement should have as its genesis the buyers’ rational (explicit) and emotive (implicit) drivers of that business outcome.