The mayor problem with the right segmentation and testing of any adverts is the concern regarding the choice of the right target. In recent years it became double difficult, as border between ATL and BTL targeted to corporate and individual target became more and more flowing. Also the entire marketing projects become much more multi-dimensional as in the past.

The core of advertisement market research tests is assessing and examining the reactions of targeted audience for specific advert (apart of its form – online, banner, billboard, TV ad, flyer etc). You can test and measure the specific reactions by:

1. Measuring some specific declarations of the respondents (another words – what your targeted respondents declare they think about your adverts);
2. Assessing of some of the specific respondents behaviours (exploratory testing) – those reactions might be:
• Natural – observed in the respondents natural environment, without any artificial influence of the researcher;
• Stimulated – when some interaction between researcher and respondents takes place (e.g. during focus group, or IDI);

As the effect you would know what consumers notice and what they ignore when any advert assessment is concerned.

This market research approach is very vital for any indirect marketing campaign for any foreign country. Although the fact is, there are plenty of cultural differences between adverts outlook for any single country, there are some commonalities for any audience, there are listed below (the checklist below might be vital if you construct your brief/RFQ addressed to any research agency):

• The right balance between direct and indirect selling content in any advert;
• The right balance between serious and funny elements in your advert outlook;
• The right balance between branding, points of sales and non marketing elements of your advert outlook;

Usually for this type of marketing research approach there is one big limitation – the price. Examining of multi-element advert that target consumer or even a niche b2b market is time consuming and expensive venture by itself.

In light of this Investzoom Market Research Agency recommends to incorporate this type of advert testing market research into multi –approach marketing research study. The overall effect should be much better, if you would link testing your adverts with testing your corporate picture, brand assessment or even customer satisfaction survey.

Please feel free to contact us regarding this type of service focused on Eastern Europe.