Reflection paper

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Methods for Pretesting Ads

Direct questioning

Focus group

Order-of-merit test

Print Ads

Portfolio test

Mock magazine

Perceptual meaning study

Paired comparison

Direct mail test

Pretesting for Social Media

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Through direct questioning, researchers can elicit a full range of responses from people and thereby infer how well advertising messages convey key copy points.

Order-of-merit test. Respondents see two or more ads and arrange them in rank order.

■ Paired comparison method. Respondents compare each ad in a group.

■ Portfolio test. One group sees a portfolio of test ads interspersed among other ads and editorial matter. Another group sees the portfolio without the test ads.

■ Mock magazine. Test ads are “stripped into” a magazine, which is left with respondents for a specified time. (Also used as a posttesting technique.)

■ Perceptual meaning study. Respondents see in timed exposures.

■ Direct-mail test. Two or more alternative ads are mailed to different prospects on a mailing list to test which ad generates the largest volume of orders.

Methods for Pretesting Ads

Central location projection test

Clutter test

Broadcast Advertising

In-house test

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In central location tests, respondents are shown test commercials, usually in shopping centers, and questions are asked before and after exposure.

Central location projection test. Respondents see test commercial films in a central location such as a shopping center.

■ Trailer test. Respondents see TV commercials in trailers at shopping centers and receive coupons for the advertised products; a matched sample of consumers just gets the coupons. Researchers measure the difference in coupon redemption.

In clutter tests, test commercials are shown with noncompeting control commercials to determine their effectiveness, measure comprehension and attitude shifts, and detect weaknesses.

■ Theater test. Electronic equipment enables respondents to indicate what they like and dislike as they view TV commercials in a theater setting.

■ Live telecast test. Test commercials are shown on closed-circuit or cable TV. Respondents are interviewed by phone, or sales audits are conducted at stores in the viewing areas.

■ Sales experiment. Alternative commercials run in two or more market areas.

Physiological Testing

■ Pupilometric device. Dilation of the subject’s pupils is measured, presumably to indicate the subject’s level of interest.

■ Eye movement camera. The route the subject’s eyes traveled is superimposed over an ad to show the areas that attracted and

held attention.

■ Galvanometer. Measures subject’s sweat gland activity with a mild electrical current; presumably the more tension an ad creates, the more effective it is likely to be.

■ Voice pitch analysis. A consumer’s response is taped, and a computer is used to measure changes in voice pitch caused by emotional responses.

■ Brain pattern analysis. A scanner monitors the reaction of the subject’s brain.

Post-testing Methods

Aided recall (recognition-readership)

Unaided recall

Aptitude tests

Post-testing

Sales tests

Inquiry tests

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Aided recall (recognition–readership). To jog their memories, respondents are shown certain messages and then asked whether their previous exposure was through reading, viewing, or listening.

■ Unaided recall. Respondents are asked, without prompting, whether they saw or heard promotional messages.

■ Attitude tests. Direct questions, semantic differential tests, or unstructured questions measure changes in respondents’ attitudes after a campaign.

■ Inquiry tests. Additional product information, product samples, or premiums are given to readers or viewers messages generating the most responses are presumed to be the most effective.

■ Sales tests. Measures of past sales compare campaign efforts with sales. Controlled experiments test different media in different markets. Consumer purchase tests measure retail sales from a given campaign. Store inventory audits measure retailers’ stocks before and after a campaign

Issues in Advertising Research

Validity

Reliability

International Data Collection

Data Tabulation & Analysis

Questionnaire Development

Sampling Method

Quantitative Research Considerations

© 2013 by McGraw-Hill Education.  This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.  This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.

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Issues in Advertising Research

Reliability/Validity Diagram