Methods for Pre-Testing advertising• Print Advertising:• Direct questioning• Focus group• Portfolio test• Paired comparison• Order of Merit test• Mock magazine test• Direct mail test

• TV and radio Advertising:

• Central location test• Clutter test• Trailer test (receive

coupons)• Theatre test• Live telecast

test(interviewed)• Sales experiment

• Physiological Testing:• Pupillometries device

(respondents interests)• Eye-movement camera• (attract and held attention)• Galvanic skin response

Electrodermal response (emotional responses)

• Voice-pitch analysis (emotional responses)

• Brain-pattern analysis (scanner monitors brain reaction)

• Hemispheric lateralization (right and left side of the brain activity)

• Testing Post Methods:• Aided recall

– Gallup and Robinson Impact Test

• Unaided recall• Recognition tests

– The Starch Readership Report

• Awareness tests• Attitude tests

– Direct questioning– Rating scales– Checklists– Semantic differential– Partially structured interviews

• Inquiry tests– DAR Method

• Sales tests

Gallup and Robinson Impact Test• Objective: Tracking recall of advertising appearing

in magazine to assess performance and effectiveness

• Method: Test magazines are placed in participants’ homes and respondents are asked to read the magazine that day. A telephone interview is conducted the second day to assess recall of ads.

• Output: Three measurement scores are provided:–Proven name registration– Idea communication– Favorable buying attitude

The Starch Readership Report• Objective: Determining the recognition of print ads

and comparing them to other ads• Method: Samples are drawn from 20 to 30 urban areas

reflecting the geographical circulation of the magazine. Personal interviewers screen readers for qualifications and determine exposure and readership. Samplers include a minimum of 200 males and females.

• Output: it generates three recognition scores:–Noted Score– Seen associated score–Read most score

Inquiry Test• Checking media, individual ads, campaigns• Attention getting value• Readability and comprehension• The results indicate that the person not only

saw or read the ad but also took some action which is relatively stronger indicator than recall or awareness.

• Day after recall (DAR): Ormax ( CNBC) Storyboard. in

• Aided or unaided

DAR Test (ASI Market Research)• Objective: Determining the ability of the

commercial gain viewer attention, communicate an intended message, associate the brand name with the message and the affect of purchase behavior

• Method: Interviewers are conducted the day after the commercial airs. Sample size is 200 who saw the programme in which ad was placed

• Output: scores reflecting unaided and aided recall including remembering the ad and relating details

Essentials of Effective Testing• Establish communication objectives (not

marketing or sales objectives)• Use a consumer response model (Hierarchy of

effects model or cognitive response model)• Use both pre tests and post tests• Use multiple measures• Understand and implement proper research

Brand Trail/ Awareness RatioAwareness-

HIGHAwareness-

LOW

Trail- HIGH •Increase frequency of purchase•Expand the number of product uses

•Increase Awareness so at to broaden the Trail base

Trail- LOW • Reposition Brand •Increase awareness•Make sure positioning is sound

TESTING CREATIVE RESEARCH• Objectives of creative research:• A good copy testing system provides

measurements that are relevant to the objectives of advertising

• To help advertisers decide whether to run the ad or not

• A good copy testing is based on model of human response to communications:

• It must be received (on the eye and ear)• It must be understood (on the mind)• It must make an impression (on the heart)

Forms of Creative Testing• Concept testing– Card concept testing: all concepts on separate

cards like headline, paragraph– Poster test: small posters of illustrations – Layout test: rough copy of print ad for clarity

• Finished Print tests• Testing unfinished Commercials– Animatics: art work or cartoons– Photomatics: photographs in stock or in

location– Liveamatics: filming live talent

• Finished Commercial Testing:– Viewers recall aspect of commercial– What motivates the viewer to say or do

Research stages in ad developmentAdvertising strategy research

Creative concept research

Pre-testing Post-testing

TimingBefore creative work begins

Before agency production begins

Before finished art work and photography

After campaign has run

Research Problem

Product positioning target audience selection , media selection, message selection

Concept testingName testingSlogan testing

Print testingStoryboard testingPre-testing

Advertising effectivenessSales increase

Techniques

Consumer attitude and usage studies

Free association tests, qualitative interviews, sentence completion tests

Consumer panels, matched samples, portfolio tests, story board tests

Aided recallUnaided recallAttitude testsInquiry testsSales tests

Post Testing Techniques• Recongition tests