Advertising Methodology (14) - Testing

After building the creative, it is tested. Depending on the type of creative it may be subject to technical tests. For instance, if a web-site is built, it must be tested to ensure it meets typical technology norms such as functionality, security, performance, and so on. If the campaign is a pull-tab, it must be tested to ensure that you can’t see through it, modify it, or otherwise determine the game piece’s outcome. This test should be carried out by a test team that is separate from the development team.

The next step will be to test the ad in front of Stakeholders. Stakeholders may include employees and customers. Like a review of good art, the test at this point isn’t to see if the ad is funny or well-liked. The point is to ensure that the ad is:

• On-brand, and
  
• That the message is clear, actionable, and memorable.

Again, this test should be conducted by someone other than the team that built the campaign.

Just to reiterate (because it is really important) ... the point of testing isn't to see if people like the ad. A good point here is that it is well documented that advertising that is funny (i.e. well liked) isn't advertising that is easily recalled.