The Test
 With the right creative and media in place, a controlled testing matrix will provide all the information we need to sustain a profitable advertising campaign.
We start by testing more than one creative treatment on more than one media property. Since we already buy that particular media for other clients, we know the media works. So we’re only testing the offer and the creative approach.
At the end of the test, we’ll know which offers and approaches work best on each type of media. If we turn a profit in any of our testing grids, we can repurchase that media – and add other media like it, all across America. If we fail to turn a profit, we’ll learn at what discounted media costs the campaign would have been profitable.
We’ll then go back and negotiate those rates with the media. Either way, the test will have served its purpose: to tell us exactly what we need to do to make radio advertising a profitable marketing tool for your brand. |
