copytesting

Copy testing and focus groups misunderstood (and misused)

Copy testing and focus groups misunderstood (and misused)

Develop, Don't test. How to use Copy Testing and Focus Groups More Effectively.

Although the debate about ad testing has been raging for decades, and there have been many attempts to innovate on the process, there still seems to be an increasing chorus of brands and agencies challenging the pitfalls of both focus groups and copy testing.

The general frustration today seems to be a shared feeling of ineffectiveness, from the outdated methodologies to the disruptive timing of the test during the creative process.

R5.2 Billion wasted on ad spend thus far in 2016 (Millward Brown South Africa)

R5.2 Billion wasted on ad spend thus far in 2016 (Millward Brown South Africa)

Wasteful ad spending in South Africa, according to Millward Brown

A multinational market research company recently announced a shocking finding on the wastage of ad spend in South Africa. Despite many critics mentioning that TV is dead, it is still a fact that TV spend dominates media budgets in South Africa. According to Nielsen, in May 2016 the South African TV ad spend for 2016 was at R9 Billion ($665mil USD).