298 CHAPTER 9 ADVERTISING RESEARCHAn example of an indirect opinion test is the theatre test. A group of test subjects is invited
to a theatre to view a pilot programme of a new TV show. On arrival, they are invited to
choose a present from a number of available items (competitive products in the same product
category). If the product tested is too expensive, a lottery is organised and subjects are asked
to indicate what product they would choose should they win. Aft er viewing the programme,
in which the ad to be tested is also shown, the participants are asked to make their choice
again, as an extra award or because ‘we made a mistake the fi rst time’. Th e diff erence between
what participants choose before and aft er the programme is attributed to the eff ect of the
ad tested. Apart from being expensive, this test is potentially invalid, given the unrealistic
situation of the measurement and the fact that participants know they are being tested.
Finally, behaviour tests try to measure actual behaviour, as opposed to recall, arousal or atti-
tudes. Apart from actual buying behaviour, the response to a direct response TV commercial, to
a direct mailing or to a direct response print ad can be measured. In a trailer test or coupon-
stimulated purchasing test, respondents are randomly recruited in an experimental and a
control group. Th e members of the fi rst group are shown a commercial that is being tested in
a trailer in a supermarket car park. Th e control group has to answer a number of questions
without being exposed to the commercial. Several experimental groups can be formed if dif-
ferent commercials have to be tested. Both groups receive a number of coupons as a reward for
their co-operation. An individualised store card registers the items purchased. Ad eff ectiveness‘We talked to a number of people about this video. In that way we obtained a number of words by means of which
they described it. We will read each pair of words. Please indicate each time which word of the pair you think
adequately describes the video.’
I think this video is rather:
z dynamic – calm
z controlled – spontaneous
z boring – exciting
z mainstream – exclusive
z entertaining – informative
z conservative – new
z family-oriented – businesslike
‘May we first know what your ideal bank is?’
‘We also talked to a number of people about banks. Again, we obtained a number of words by means of which they
described banks. We will again read these words pairwise. Please indicate which one of the two is most appropriate
to describe your ideal bank.’
My ideal bank is:
z dynamic – calm
z traditional – progressive
z specialised – general
z family-oriented – businesslike
z exclusive – mainstream
On the basis of the differences in scores between the perception of the video and of the ideal bank of a particular
target group, some characteristics of the campaign can be adapted and, if considered necessary, the campaign can
be retested.M09_PELS3221_05_SE_C09.indd 298M09_PELS3221_05_SE_C09.indd 298 6/6/13 9:21 AM6/6/13 9:21 AM