Clear Thinking - The Business Experience

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Business Performance Research

Why Communications Go Wrong ... and the Solution: AdQA

Our Research into the $bn comms' effectiveness problem

adverts, web-sites, selling, brochures, presentations, exhibition stands, slogans, signs

... and the solution: Advertising Quality Assurance

AdQA

see AdQA, the world's first comms QA system  

One cause of comms disasters - unconscious subjectivity

Our research has discovered 10 reasons why communications go wrong. Here's one: the great comms objectivity delusion.

When we attended trade exhibitions as buyers we found, on average, that over 20% of stands failed to get their basic selling message across in the time it takes to walk past their stands - about 5-10 seconds.

Yet when we pointed this problem out, the salesperson's response was invariably "It's obvious, surely" or "That's why we're here; to explain everything." This is false reasoning - most visitors would just walk on by.

We realised that most marketing and sales people suffered the delusion that they could see and hear their communications from the customers' viewpoint. And, whilst they could easily see faults with other company's stands, their own selling messages were 'perfectly clear'.

In practice, nobody can judge their own communications!

Another cause - conventional pre-testing is highly unreliable

Here are two examples from the hundreds of cases we've studied:

Just two words - a major global energy company was forced to cancel a £3million two-word slogan campaign after shareholders took a 'wrong' meaning.

♦ Being too creative - an airline press advert was printed at 90 degrees to vertical; the creative agency's idea to capture 'attention'. Unfortunately, it gave a subliminal first-impression that the airplane was crashing towards the ground. This ad appeared three times before somebody pointed out the 'obvious' mistake.

 

10 Reasons why Communications go wrong
 ... and one Solution, AdQA 

Contact us for the full list. Ask for our White Paper on "Why communications go wrong - 10 reasons"

The Solution to Iffy-comms ... is AdQA:
 
Advertising Quality Assurance

Apply AdQA to your communications - ideally before publication. The world’s first Communications Quality Assurance System.

see AdQA Communications Pre-Testing and Improvement

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