InContext not only determined whether the client's print ad would positively impact their sales, but was also able to demonstrate why.
Many companies test their ad copy before investing in a print advertisement to ensure that the impact on product sales would make the ad worthwhile.
Understanding how consumers’ stated intent compares with their actual shopping behavior would help inform their decision with more accuracy.
InContext Solutions designed a virtual store test in parallel with a traditional ad copy test, which includes print ad exposure and an attitudinal survey. Both tests were designed as follows:
- Control Cell: Exposure to ad with no association to client branding
Test Cell: Exposure to client’s ad
- Does the print ad measurably increase purchase intent?
- Does the print ad provide a significant lift in dollar sales?
- Do consumers who state they will purchase the product actually purchase?
Significantly fewer shoppers who said they would purchase the product actually bought the product in the store, regardless of which ad they were shown.
Exposure to the ad more than doubled the buy rate for their popcorn product.
While the ad did not increase the number of buyers, it did result in those buyers spending more money on their brand of popcorn.
By conducting an ad copy test with a virtual store, we were able to close the loop to sales and discover the positive impact that the ad could have on the brand's business. A traditional ad copy test alone would have missed out on an opportunity to nearly double the brand's category share.
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