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 Ratio Awareness- AwarenessHIGH LOW Trail- HIGH Trail- LOW
Increase frequency Increase Awareness of purchase so at to broaden the Expand the number Trail base of product uses 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 development

Advertising strategy research Pre-testing

Creative concept research

Post-testing

Timing

Before creative Before agency Before After campaign work begins production finished art has run begins work and photography Print testing Storyboard testing Pre-testing Advertising effectiveness Sales increase

Product Concept positioning target testing Research audience Name testing Problem selection , media Slogan testing selection, message selection

Consumer Free attitude and association usage studies tests, Techniq qualitative ues interviews, sentence completion tests

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

Aided recall Unaided recall Attitude tests Inquiry tests Sales tests

Post Testing Techniques

Recongition tests