AdQA – Communications Pre-Testing & Improvement

World’s first Comms QA System

ADQA

Barrett’s Law of Subjectivity:

“Nobody can judge the likely effectiveness
  of their own communications. 
  They’re too involved to be objective.”

… confirmed by Gerald Ratner

The odd thing is, most people think they can. Which is one of the reasons why communications are so ‘iffy’ ... and can massively affect business performance.

One advertising slogan – just six words - killed an entire £multi-million brand !!! They had to change the brand name, at huge cost.  At the other extreme, in tests, an FT-100 CEO almost rejected one tv ad, yet it went on to break records for brand recall.

These are just two examples from our 'library' of Case Studies that demonstrate the
(un)reliability of conventional pre-tests … another reason for the ‘iffyness’ of communications. And shows the need for AdQA – Communications Quality Assurance.
Nobody has attempted this before

AdQA ... the World’s first Quality Assurance System for any form of Communications

You can now QA-test - and improve - the effectiveness of any type of visual, written, or spoken communications – ideally before publication (pre-test) – before risking your communications budget. AdQA Communications Quality Assurance checks effectiveness and generates ideas for improvement.

We are the first
in the world
to bring together
the blend of
expertise needed:

Marketing, Buying, Communications Analysis, and
Quality Assurance

♦  Create Ideas for new campaigns or writing new communications
    … even for new products and services

♦  Test or improve your selling and presentations

♦  Test - and improve - your new communications prior to issue

♦  Check and improve the effectiveness of your current communications

♦  Solve Problems with existing campaigns or ‘change’ programmes

♦  Justify - or boost - your Comms Budget … and please your Finance Director
What sort of communications can AdQA test and improve?

AdQA stands for Advertising Quality Assurance but you can use our system to create, test, and improve any form of visual, written, or spoken communications.

advertising ... brochures ... websites ...  exhibition stands ... selling … sales presentations ... speeches ... call centre scripts ... logos ... slogans ... strap-lines ... signs … proposals … reports … internal/change communications … books (non-fiction) … even road signs

… anything that needs to get a clear, convincing message across.

Iffyness
... and Instinct

Lord Leverhume famously complained: “50% of my advertising budget is wasted, but I don’t know which half”

All communications are ‘iffy’. Every single day we see and hear communications that contain ‘obvious’ faults that AdQA would have easily and quickly identified. Their effectiveness would have been significantly improved at minimal cost.

Most of these ‘faulty’ communications will have had some form of pre-testing by agencies. This demonstrates that conventional pre-tests are highly unreliable. And we have a veritable ‘library’ of case study examples to prove it – even some howlers from marketing experts. How about Consignia, or Monday for starters.

Cadbury's Gorilla tv ad is a classic example of the difficulty in judging  communications. At an internal review before launch the Chief Executive didn't like it and almost killed it. The ad went on to break records for brand recall despite the brand name appearing for only three seconds. Its success had to rely on pure instinct by the Marketing Director.
 

What is AdQA?
Why should I need AdQA? … ask Gerald Ratner. We did.
What can I use AdQA for?          
How does AdQA work?
How can I use AdQA? – three delivery options 
Have a Demo

Get AdQA assurance at a tiny fraction of your communications budget.

Email us for an introductory discussion and demonstration of AdQA applied to any of your communications.