Advertising can change feelings, change attitudes, and change behaviors. So, how can a client, advertising agency, and research agency work together to create effective advertising?

The right advertising strategy and copy testing research can help to evaluate these seven key elements and make your ad a “winner,” whether it is Super Bowl night or any other time of the year.

Pretesting creative to make sure it's working & tracking advertising once it's on air to measure the effects of the advertising over time ensures a company builds awareness & projects a powerful brand image.

Based on years of advertising testing and consulting with brands in many industries, we have been able to identify some key elements to consider for effective advertising (whether the ads are being run on sports events or other types of programming).