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Adpowerlift Increases Advertising Response Rates by Model Scoring the Creative Execution
8 September 2005Advertising PowerLIFT announced a new service
to raise advertising response rates. The adpowerlift.com service scores an
ad's creative execution against a model of 13 positive traits that generate
response and 4 negative traits that suppress it. The model and score
results then guide recommendations for strategy, copy, and art improvements
to increase response. The comprehensive evaluation also analyzes the ad's
metrics, and creates a response forecast, P&L statement and risk analysis.
The service starts at $995 and is available at www.adpowerlift.com
Researching advertising effectiveness is usually a customized, time
consuming and costly process. Even the direct response pros that create
high response rates ads find it difficult to diagnose the incremental
contribution of each creative element. The adpowerlift model overcomes this
uncertainty by grading an ad's execution on each of the 17 richly defined
positive and negative traits. Each trade grade is multiplied by a value
weight with the positive trait value weights totaling 100. So, if an ad
grades at the highest level (5) on every positive trait and there are no
negative traits present, the score is a "perfect" 500. In practice however,
no ads have scored that high. The average score on over 300 ads to date is
209 before adpowerlift and 305 after the improvements.
The traits value weights and how the traits are implemented vary based on
the ad's type: direct order sale, inquiry-generation, store-traffic
generation, and fund-raising. The value weights also vary by advertising
channel: space, internet, direct mail and catalog.
The scoring evaluation includes a comparison to all ads previously scored,
which gives further insight into how much an ad can be improved. The
identity of specific ads is confidential; only aggregate scores are
compared. But the ads represented are from many direct response leaders
including Lands End, Select Comfort, Sharper Image, SUREFIT, American
Express, and Walt Disney World. Fund-raisers include American Red Cross,
American Cancer Society, and American Heart Society. Retailers include
Chico's, Sports Authority, Bed Bath and Beyond, and Home Depot.
Illustrations of the ads can be seen on the adpowerlift.com Web site.
The research and development behind adpowerlift took over 3 years.
Virtually every published work in direct response strategy formation,
creative development, and advertising effectiveness was studied. Hundreds
of marketing science and academic journal papers were reviewed.
Professionals added real-world experience from thousands of ads and A/B
split test results. To assure objectivity, the adpowerlift model traits and
value weights were reviewed by an independent panel of advertising
professionals. The model traits and value weights are confidential and only
provided under license to subscribers of the service. Further information
about the model and an extensive question and answer list is available at
the website, www.adpowerlift.com.
Advertising PowerLIFT is a division of SmartPlans.com, a marketing
consultancy based in Annapolis, MD and Newtown, CT. The President of
SmartPlans.com is Stephen J. Stuart, a senior direct marketing executive
with over 30 years experience. Stuart commented, "With over 300 ads now
scored, we understand much better why advertisers complain about low
response rates. The causes of low response rates become very visible when
an ad is scored against the adpowerlift model."
Advertising PowerLIFT's Internet address is www.adpowerlift.com and phone
number is (410) 991-7084.
If you'd like more information about this topic, or to schedule an
interview with Steve Stuart, please call (410) 991-7084 or e-mail Steve at
adpowerlift@comcast.net
Contact:
Steve Stuart
Telephone: (410) 991-7084
Email: Email Contact
SOURCE: ; ;Advertising PowerLIFT
Source: Marketwire
All trademarks and copyrighted information contained herein are the property of their respective owners.
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