A guide to the when and the how of transferring advertising between markets
Times are tough. Resources are tight. In this economy, marketers are under increasing pressure to do more with less. Scrutinizing your advertising—and advertising research budget—invariably leads to discussions around multinational ad transferability. Before you make a decision to extend or adjust, consider these strategies to ensure that transferability isn’t just possible –but probable.
Creative Is King
While there are many lessons to share around advertising transferability, there is one learning that transcends all others. Despite any researcher’s healthy regard for statistics, at Ipsos ASI we recognize the big overarching truth: whichever way we cut the data, it tells the same story –creative is king. Every test we do reiterates that what makes a campaign truly powerful is a good story (strategy), told well (execution).