The Benefits of Pretesting

March ‘10

Most brands now face a complex media and competitive environment

SponsorshipSponsorship

PrintPrint

InternetInternet

OutdoorOutdoor

PRPR

TVTVCinemaCinema

PackagingPackaging

PricePrice

ProductExperienceProductExperience

P.O.S.P.O.S.

DirectMailDirectMail

Brand

RadioRadio

And brands are under pressure to deliver profit...

BrandBrand BrandBrand

To MD’s/FD’s To the city

To the trade To shareholders

So it’s more important than ever that we can...

++Justify theadvertising budget

Maximisethe ROI

To maximise ROI any copy testingapproach should...

Ensure the advertising is going to work hard for every $ spent in promoting the brand

Ensure the advertising is going to work hard for every $ spent in promoting the brand

Check the communication is on strategyCheck the communication is on strategy

Give insights to enable appropriate changes to be made to the

Give insights to enable appropriate changes to be made to the

A number of commonly used methods fail on one or more of these criteria

‘Reel of 10’impact tests

‘Reel of 10’impact tests

Pre-post persuasion shift

Pre-post persuasion shift

Qualitative Groups

Qualitative Groups

Day after recallDay after recall

Questions to ask about approaches to advertising research...

Can it be used for roughs/animatics?

Can ad agenciesrelate to it?

Is it fast?

Is it linked to saleseffectiveness?

Is it flexible?

Does it value creativity?

Is it validated againstreal life experiences?

Does it recognise advertisingcan ‘work’ in many ways?

A quantitative test

Introspective questions

Informed by 30 years ofunderstanding advertising success

A quantitative test

Introspective questions

Informed by 30 years ofunderstanding advertising success

A memory test

A test environment whichattempts to replicate reallife viewing

Based on some unproven oracademic theory

A memory test

A test environment whichattempts to replicate reallife viewing

Based on some unproven oracademic theory

So what is Link™?

What is it? What it isn’t

75% of these arechanged in someway as a result ofLink™

75% of these arechanged in someway as a result ofLink™

A third of adsTVLink™ testedare unfinished

A third of adsTVLink™ testedare unfinished

So are the final finished ads better as a result of being Link™ tested?

So are the final finished ads better as a result of being Link™ tested?

Link™ can make your advertising budgets work harder

Link™ can make your advertising budgets work harder

Analysis of 70 ads

Initial animaticLink™ tested

MB recommended changes

Final finished filmLink™ tested again

Assuming a £1madvertising budgetfor one of these ads

Increased efficiencyachieved makesbudget equivalent to £1.5m

Link™ would have been worth £500k to the client!

Link™ would have been worth £500k to the client!

Average Awareness Index

4.5

6.7

…a 50% increase In efficiency

…a 50% increase In efficiency

Our clients agree Link™ Testing makes areal difference

Link™ was conducted on unfinished executions. Adjustments were made based on Link™ learnings

“The new ads went on to score at higher, and record, levels when tested as finished films.

The campaign has been a cornerstone of the continued success of Duracell Ultra and was optimised using Link™ as a pre-test”.

Susan Wagner

VP Global Marketing Research

Duracall

So ask consumers before making the film!!So ask consumers before making the film!!

Courageous advertising needs quantitative feedback to support it

Much great advertising fails to get to airbecause senior management are worriedabout negative consumer reaction

Why use Millward Brownfor pre-testing?

Over half of the World’s Top 100 Marketers conduct ad pre-testing with Millward Brown

54% MB pre-test clients

46% not MB pre-test clients

Source : Advertising Age, Top 100 Global Marketers 2009NB - To qualify as a Top 100 global marketer, a marketer had to have reported media spend on at least three continents regardless of its headquarters

No of tests

USA 12649United Kingdom 6800

India 6330China 3514France 2535

Germany 2249Japan 2188Poland 2135Russia 2086Mexico 1893

Italy 1598

Spain 1616Brazil 1473Canada 1459Australia 1354

Thailand 1191

Philippines 1077Argentina 930Netherlands 897Turkey 770Indonesia 734Chile 724South Africa 677Taiwan 605Hungary 545Sweden 511Czech Republic 511Korea 501Belgium 435Saudi Arabia 427

64,989 Adult Link™ for TV tests conducted as at end

December 2009

No of tests

Colombia 401Denmark 340Romania 308Malaysia 297Greece 277Ireland 244Portugal 230Norway 227Vietnam 209Peru 196Ukraine 180Hong Kong 168Egypt 132Pakistan 128New Zealand 112Croatia 105Finland 69Singapore 67Austria 62Venezuela 64Slovakia 60Sri Lanka 61Switzerland 52Morocco 49Ecuador 49Serbia & Montenegro 47United Arab Emirates 41Bulgaria 39

No of tests

Bangladesh 36 Syria

33Kazakhstan 30Honduras 32Nigeria 37Puerto Rico 26El Salvador 25Israel 22Guatemala 15Kenya 18Panama 12Uruguay 9Costa Rica 9Jamaica 6

Angola 6Bosnia and Herzegovina 5Lithuania 5Iran 6

Latvia 4

Lebanon 4Dominican Republic 3Tunisia 3Zimbabwe 3FYR Macedonia 2Tanzania 3Madagascar 1Mauritius 1Mozambique 1Slovenia 1Trinidad 1Zambia 1

Total Number of Adult Link™ for TV Tests Conducted Globally

Predicting how ads will perform in real life, before committing the whole budget, is not straightforward

Our years of experience, backed by on-goingvalidation has given us unique insightsacross all media

This is where Millward Brown can really help

How advertising affects sales, both short and long term

How to optimise advertising to produce the maximum sales effect

Link™ is based on what over 30 years of tracking and sales modelling have proved to be important for advertising success

Link™ is based on what over 30 years of tracking and sales modelling have proved to be important for advertising success

We have unique insights into:

Link™ combines evaluative measures with in-depth diagnosis and understanding…

How do they feel about the ad?

How the

advertising is

working

How does the

consumer put

the ad together

in their head?

D

ET

A

IL

ED

D

SI

SON

GAI

How canit be improved?

How does your How does your ad perform (vs ad perform (vs averages) on key averages) on key evaluative evaluative measures?measures?

How does your How does your ad perform (vs ad perform (vs averages) on key averages) on key evaluative evaluative measures?measures?

“At Diageo Innovation we need to ensure our new products are supported with advertising that has good

branded memorability, persuasive ability and is true to the brand’s strategy and key brand benefit (KBB)

that we have created.

Link™ answers the first two points in a relatively straightforward manner: but the real value added comes

when they evaluate how well the ads fit with the strategy and KBB.

I was really impressed by how they focussed in on our strategic issues and helped us understand how well

the ads addressed them. This tailored non-generic approach is a breath of fresh air from a quantitative

led research agency. In addition their development pointers and suggestions were well-thought out and

grounded in consumer insight, enabling us to create much stronger ads for the final production”.

James Pennefather

Diageo Innovation

Although Link™ is a structured test we take a tailored approach to the interpretation and recommendations

What do all these ads have in common?

Genuinely creative advertising works…

Retaininterest

Grabattention

Make itmemorable

Communicate Link tobrand

… as long as it is relevant creativity

CreativityCreativity

“Following a review of the available pre-testing systems, Guinness chose Millward Brown’s Link™ system, as it met our needs best in terms of both averages and diagnostics.

It has proved its worth and has not in any way suppressed Guinness’ legendary creativity.

Indeed the famous ‘Surfer’ ad went through Link™ in animatic form, was enhanced as a result, and went on to it’s

place in advertising history”.

Michael Harvey

Global Consumer Planning Director

Guinness

Our clients agree Link™ testing makesa real difference

If it works for Guinness...

Awards

D&ADCannesChannel 4etcetc

Awards

D&ADCannesChannel 4etcetc

What do our clients say?

“Creative”

“Proactive”

“Flexible”

“Rigorous”

“Fast”

“Challenging”

“Responsive”

“Good understanding of advertising”

“Very impressive”

“Focus on key messages”

“They don’t blind us with numbers”

“Clear and simple”

“Sympathetic to our needs”

“Insightful”

“Professional”