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Until recently, cost and timing constraints
prevented most brand marketers from pre- or post-testing marketing communications.
For guidance, they instead relied on their own intuition, the opinions
of management, the prompting of creative agencies, and the prognostications
of "experts." Some chose to extrapolate preferences from a handful
of focus groups - a dangerous practice. Unfortunately, results from these
questionable evaluations resulted in defective brand performance, multiple
re-directs, organizational infighting, successive agency and creative
changes, and poor sales and profit results.
With iTest,
we've been able to eradicate the cost and timing barriers normally associated
with traditional copy testing procedures. Now, even organizations with
the most inflexible cost and timing constraints can enjoy the unwavering
brand direction, communications continuity, and financial benefits associated
with advanced marketing communications feedback.
Think about it: How well could your brand perform if you
had an objective and detailed picture of how to more effectively present
it to your target customers?
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