Advertising and Marketing Communications

Evaluating an Ad Campaign Prior to Launch

Business Goals

Our client, a national discount brokerage firm, asked its ad agency to prepare new television and digital advertisements targeting active traders and derivatives traders. Prior to finalizing the campaign, our client wanted to evaluate the ads and test alternate headlines and phrasing that were under consideration.

Approach

Quick turnaround focus groups among active trader prospects to understand the trader mindset and gather specific feedback on ad executions and alternate copy approaches.

Impact

The research provided clear direction on which ad approaches worked best as well as areas for improvement, including ad length, age/gender/race of people used in the ads, use of visuals, phrasing, tone, and rigor of the closing content.