WedCompare

WebCompare is a unique approach to advertising copy-testing designed specifically for evaluating the effectiveness of ads in highly competitive categories, particularly where direct comparisons are being made. Traditional copy-testing methods test advertising outside of the context of competitive category advertising. Samples of consumers provide their opinions of the advertisement after having seen it independent of other category messages. While these methods provide insight into the intrinsic capabilities of the ad, they are not designed to enable marketers to know whether your messaging is more effective than competitive messaging and will drive customers to your brand. This can be especially important in highly contested categories where the competitor's messaging can be as close as the next pod.

WebCompare is different. Consumers are exposed to both your advertising as well as competitors' so that reactions to your ads vis-à-vis competition are obtained and more informed decisions can be made. Respondents see advertising for both your brand and your key competition and complete interactive questionnaires in their homes or offices. Your ad is evaluated in the competitive context in which it is designed to compete.

WebCompare is conducted using established Internet Survey panels. Respondents see both your ad and one for your key competitor in rotation. Measures of breakthrough, advertising and purchase preference, magnitude of preference and reasons for preference provide clear understanding of how your advertising is perceived under competitive conditions. Preferences and preference magnitudes on strategic attributes are aligned against attribute importance ratings for the total sample, as well as preferrers and non-preferrers, so that we can gain a comprehensive understanding of the drivers of persuasion.

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