Marketing Communications

294 CHAPTER 9 ADVERTISING RESEARCH

instance, a number of words in the text (e.g. every sixth word) can be removed, and a sample

of consumers can be asked to fi ll in the missing words. Th e number of correctly reproduced

words is an indication of the readability of the text. Another technique is the Reading Ease

(RE) formula of Flesch-Douma.^3 In this formula RE is defi ned as depending on the length of

words and sentences:

R E = 206.8 − 0.77 wl − 0.93 sl

where: wl = number of syllables per 100 words

sl = average number of words per sentence

A score between 0 and 30 means that the text is very diffi cult to read. A score close to 100 means

that the text is very easy to understand. Research indicates that easy-to-read copy contains

short sentences with short, concrete and familiar words, and lots of personal references.^4

Figure 9.3 Pre-testing techniques

Table 9.2 A checklist for qualitative internal ad pre-testing

z Is the ad appealing at first sight?

z Does the ad have impact, ‘standout’, ‘stopping power’?

z Is the ad ‘on strategy’, i.e. consistent with the briefing?

z Is the essential selling proposition mentioned frequently enough?

z Is there a benefit-oriented headline?

z Is the brand name mentioned often enough?

z How appropriate and credible are the images, the characters, the storyline, etc.?

z What is the visual impression: is the ad likeable, is it pleasing aesthetically?

z Are headlines, captions and body copy consistent?

z Does the text tell the same story as the visual elements: is the ad cohesive?

z Is the product shown appropriately?

z Does the relative importance of the logo, brand name, slogan, pack shot in the ad

correctly reflect their relative importance?

z What seems to be the intended message of the ad, and is it consistent with the

objectives of the campaign?

Source : Partly based on Pickton, D. and Broderick, A. (2001), Integrated Marketing Communications. Harlow: Financial Times/

Prentice Hall.

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