Pinpointing score differences between creative alternatives

If you pre-test several creative alternatives, you want to pinpoint the differences in how they perform. The last result you’d want to see would be identical or near-identical findings, as you’d want to “pick the winner” based on solid quantitative and qualitative evidence.

The chart which follows covers four oral contraceptive ads, two antihistamine ads and two anti-anxiety ads from three completed Palshaw Ad Tests.

The chart illustrates why using the Palshaw Ad Test to pre-test creative alternatives will maximize the return on your research investment.

The findings shown next document 11 statistically significant differences…mostly on the measures of initial Reading Interest, Idea Importance and News Value…illustrating once again that a given creative team may produce advertising for a given brand which varies considerably in effectiveness from ad to ad.