As marketers, we are always conducting research to verify the perfect target audience for a product or service. We are experts at knowing the target audience – what they do and how they think. It is our knowledge of the demographics and psychographics of the target audience, that allow us to make strategic media placements in order to create the most effective, integrated campaigns. In a perfect world, all of these placements would fit like a glove and perform exactly as we expect them to, but of course we don’t live in a perfect world. There are no special formulas that tell us how a particular audience is going to respond to the campaign in each media and vehicle.

Until someone cracks that code (and makes millions of dollars) test campaigns are extremely important. Unless you are one of those companies who likes to toss your cash in the trash (yeah, that rhymes!), a test campaign is crucial in order to get that coveted ROI.

A properly tracked test marketing campaign will allow you to analyze the results and get a clear understanding of how your target audience responds to your campaign. Maybe Facebook ads don’t get through to your “social butterfly” target audience like you thought they were going to, but the placements on ad networks have created tons of leads. Instead of wasting money on Facebook advertising, after analyzing the results of your test campaign, you can now reapportion your budget to the vehicles that are giving you the biggest bang for your buck.

While it takes some investment (both in time and budget), test marketing will ensure a well optimized campaign, without wasting away your budget. Even if you don’t have the budget for formal test marketing, be ready and willing to change your original plans as the campaign results come in. The best research is taking your big ideas for a spin, while you still have time to tweak them and make them the best they can be.

If you’re like me, sometimes a good toe tapper is all that will get you through a particularly tedious task. This song, *Up Up Up* by Givers is a catchy little pop number with a pretty epic final 30 seconds. If you like this, grab the whole album. It’s a winner.

…coffee edition.

We’re happy to announce the addition of Laura Farnham to our work family. She has joined us as an account executive, working directly with clients like Huntington Learning Center and Mr. Beams, as well as helping on other key accounts. She’ll also be an important part our new business ventures. Laura brings agency, marketing, and graphic design experience, as well as event planning, media buying, and sales skills.

Laura graduated from West Virginia University where she majored in Journalism. She calls herself an “army brat,” and has lived in 7 different states, as well as Germany. Now she lives in Annapolis, where she is obsessed with things like sushi, WVU football, Bravo TV shows, and Pinterest. Bonus fun fact: Laura is almost half Native American – Tuscarora nation of the Iroquios tribe.

Welcome, Laura. We’re excited to work with you in the coming year.

Well, it’s 2012, folks. As we look back on 2011, aka The Year That Whizzed By, some of us at TCA wanted to share our most favoritest ads of the year with you. Spoiler: Google pretty much wins.

Jocelyn Rimbey, Digital Marketing Manager: If you don’t love Darth Vader Kid, you have a cold, cold heart.

Danielle Ali, Social Media Coordinator: I like this spot for the UK retailer John Lewis because it manages to be clever without being snarky, and touching without being cheesy – a big deal for a holiday ad. John Lewis sales were up £600million this holiday season, so I’d say it was a success.

Darren Easton, Vice President & Creative Director: My favorite print ad. Love it when one can dramatize an ad message so well that is based on a simple fact — which usually lends itself to a mundane execution.

Christina Drews-Leonard, Art Director & SEO Strategist: The Google+ Hangout Ad with the Muppets makes you wish more people were actually using this feature…

Tessa Carroll, Account Coordinator: I’m not sure what it is, whether it’s the relevance of the subject matter or the way it’s so eloquently put together, but the Google Chrome “It Gets Better” spot was definitely my favorite commercial of 2011.

Laura Farnham, Account Executive: What does chucking wood really mean? I like this commercial because its literal and makes me laugh every time… I like the little woodchuck hands too.

Anna Forbes, Account Executive: I don’t just love this because it’s a well executed spot that tells a story and made me super emotional. I love it because the “big bad Google,” was able to turn cold technology into the inspiring notion of how the digital world is part of who we are as people.

What was your favorite ad of 2011? Let us know here or on Twitter – there’s still room for honorable mentions!