ars.strategy SM - Stronger Executions Yield Stronger Ads
ARS® takes a forward-looking view that enables brand leaders to optimize their communications before the budget is spent. And with ars.strategy;clear sales propositions lead to predictable results and a more efficient down-stream process.
We like to say that a tight strategy sets the creative process free. We have proven that stronger strategies yield better executions, require less test/re-test and result in improved ROI; all of this before a dime is spent on development. ars.strategy identifies the best core message to cultivate prior to the expense of creative development.
By isolating the key strategic message from executional elements, clients can focus creative development across any medium with confidence that their underlying message has the power to persuade and drive results.
Questions Answered
Measurement Summary
ars.strategy assesses how messages impact consumers, how messages build on brand equity and if consumers are engaging with your intended strategies and messages. Our analysis focuses on the drivers of Persuasion and Recall to reveal how the metrics and consumer feedback work together to deliver a firm foundation for future communication development.
ars.strategy provides:
ARS Persuasion SM - a behavioral measure indicating the selling strength of a communication strategy (or creative execution). Using independent client MMM data, ARS Persuasion has been validated to predict the impact on sales; meaning results are highly predictive of future creative performance.
Related Recall -determines how well messages resonate in the memory of consumers. This measure has the ability to gauge:
Emotional and Rational Drivers of ARS Persuasion and Recall are used to gain unique insights into how the brand is perceived by the consumer, allowing enhancement of the creative while establishing a concrete landmark that can be used to keep the development on track and optimized.
Developing Strong Strategy Videos - a few tips and tricks to producing strong strategy videos:
We like to say that a tight strategy sets the creative process free. We have proven that stronger strategies yield better executions, require less test/re-test and result in improved ROI; all of this before a dime is spent on development. ars.strategy identifies the best core message to cultivate prior to the expense of creative development.
By isolating the key strategic message from executional elements, clients can focus creative development across any medium with confidence that their underlying message has the power to persuade and drive results.
Questions Answered
• Is the proposed selling proposition likely to drive sales for my brand?
• Does my selling proposition break through the clutter and convey key benefits about my brand?
• To what extent does my selling proposition convey the intended message about my brand?
• Does the selling proposition connect both emotionally and rationally with the target audience?
• What opportunities may exist for future development?
• Is the selling proposition working to establish and build equity?
Measurement Summary
ars.strategy assesses how messages impact consumers, how messages build on brand equity and if consumers are engaging with your intended strategies and messages. Our analysis focuses on the drivers of Persuasion and Recall to reveal how the metrics and consumer feedback work together to deliver a firm foundation for future communication development.
ars.strategy provides:
ARS Persuasion SM - a behavioral measure indicating the selling strength of a communication strategy (or creative execution). Using independent client MMM data, ARS Persuasion has been validated to predict the impact on sales; meaning results are highly predictive of future creative performance.
Related Recall -determines how well messages resonate in the memory of consumers. This measure has the ability to gauge:
• If the consumer recalls the brand.
• What they recall.
• If their recall applies to the projected copy strategy.
Emotional and Rational Drivers of ARS Persuasion and Recall are used to gain unique insights into how the brand is perceived by the consumer, allowing enhancement of the creative while establishing a concrete landmark that can be used to keep the development on track and optimized.
Developing Strong Strategy Videos - a few tips and tricks to producing strong strategy videos:
• A simple, “bare-bones, video white card” which isolates the benefits / reason to buy from execution elements is produced and tested (ARS facilitates very economically efficient production).
• While we recommend that focus be on the selling proposition or key message, the strategy-video technique is flexible enough to allow incorporation of any mandatory creative elements.
• The technique works for emotional based messages, rational strategies, or mixed campaign ideas. Further, broad strategic alternatives can be tested as can alternative versions with varying reasons to believe.
Contact your ARSgroupSM account team for more information.