Media Testing Proves Impact

The Results

All of our hypotheses were tested using one-tailed tests. The results were as follows:

Social desirability bias (Maccoby and Maccoby 1954) is likely to be present in many of the respondents’ answers in this study, as it has been found to occur in nearly all types of self-report measures (Levy 1981; Peltier and Walsh 1990; Robinette 1991; Simon and Simon 1975). However, while social desirability bias may be partially responsible for the results in H1 (Family Affair outperforming the control) and H2 (Playing House outperforming the control), this is likely not a factor in H3 (Playing House outperforming Family Affair) as there is no reason to believe that one of these TV spots drive a social desirability response bias any more or less than the other TV spot.

As part of our ongoing partnership with Goodwill, we set out to further understand attribution and relative impact of different creative on our audience’s formation of intentions, and indeed this case study shows that both creative treatments that we produced increased intention to donate and that one creative treatment decisively outperforms the other.

All too often in the advertising agency industry, too much emphasis is placed on the “cool factor” of creative and not enough attention is paid to understanding the quantitative impact of creative and the mechanisms by which it operations. It is this kind of ongoing, data-driven, creative development and analysis that continues to be a hallmark of our approach here at Zion & Zion.