Market Research & Traffic Analysis

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Ad Concept Testing

Testing on a target market segment employed to evaluate advertising theme concepts. The testing results can determine the most appropriate pricing, brand concepts, appeals, and positioning strategy concepts. Respondents provide responses to questionnaires, surveys or interviews.

What is an ad concept?

The creative concept is essentially the story behind the messages presented in an ad or series of ads. It ties together the characters and elements in advertisements to help convey a memorable and effective message that will create the desired behavioral response from the target market.

Why is concept testing important?

To determine the value of concept features and benefits. Knowing what your customers like (or dislike) about your new concept can guide future development. Additionally, it is important for marketers to understand what benefits to communicate to the target audience at launch – and beyond. See the full article for more details.

What is the target audience of an ad?

MarA target audience is the intended audience or readership of a publication, advertisement, or other message. In marketing and advertising, it is a particular group of consumers within the predetermined target market, identified as the targets or recipients for a particular advertisement or message.

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