3 Ways To Evaluate Advertising Ideas

When evaluating advertising ideas, it's tough to avoid the phrase 'I like" or "I don't like."

But what really matters is the audience - the people who are perspective buyers - and what they think of the ad. Or how they react to the ad, if they respond at all. So always keep the customer in mind as you compare these ways to evaluate advertising ideas.

> The "I" way R
The most common way to evaluate creative work is based on statistical stupidity. Sorry. But that's true.

> R.O.I. R
Not the ROI you might think.

> A Direct response check list R
If you're flying direct, you need this pre-flight check list for email, DRTV, Internet, print and snail mail.

> Pre / Post Persuasion R
A research method that yields the most predictable results.

Here's the deal. There is no universal "right way" to pre-judge or test an advertising campaign.

There is no "check-list" that guarantees the campaign will achieve the desired results.

There is no "guaranteed" research methodology.

In fact, there have been several high profile campaigns that performed poorly in research, then went on to win sales and awards and market share.

But that doesn't mean you give up. Or give in to the person with the loudest voice.

To help, here are three of the very best ways to evaluate advertising ideas. As well as the very worst.

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