Marketing Communications

PRE-TESTING OF ADVERTISING 299

is measured by means of diff erences in redemption between the various coupons. Again,

the participants know that they are being tested, and this might infl uence their buying

behaviour.

A second example of a behaviour test is the split-scan test , in which a split cable and

scanner technology are combined to generate data on the eff ectiveness of advertising cam-

paigns. In a split-scan procedure, the TV viewing behaviour of a panel of consumers is meas-

ured by means of a telemetric device. All members of the panel also receive a store card. Th e

split-cable technology allows diff erent random groups of panel members to be exposed to

diff erent campaigns. By means of a store card, the actual purchases of the panel members can

be measured, and in that way the eff ectiveness of the diff erent commercials can be assessed.

Th e split-scan technology is very promising, because the actual behaviour of the same con-

sumers that were exposed to the diff erent ads can be measured in a controlled way (single-

source data). Furthermore, other parameters can be manipulated or controlled, such as the

frequency of exposure and the exposure of specifi c target groups.^10

Although pre-testing procedures are very valuable, they have some limitations that should

be taken into account when interpreting their results ( Figure 9.4 ). A pre-test only off ers the

opportunity of selecting the best ad out of a series of ads tested. A pre-test will never lead

to the best possible ad, but only to the best ad, given the executions tested. In that respect,

pre-testing is only ‘a guide to better advertising’. Pre-testing is only useful when the ads are

tested in an individual interviewing procedure. Since ads are processed individually, they

should also be tested individually, and not in a group setting in which the infl uence of the

other members of the group invalidates the test rather than being synergetic. Most pre-tests

take place in an experimental setting. Consumers may behave diff erently when exposed to

an ad in a real-life situation. Some pre-test methods, especially the explicit ones such as the

direct rating method, are susceptible to consumer jury eff ects. In most pre-tests, the infl uence

of external factors such as competitive action on the eff ectiveness of the ad is not measured.

Oft en the eff ectiveness of the ad is measured almost immediately aft er exposure. Th e eff ect

of the elapse of time on ad eff ectiveness is not assessed. Except for procedures like the

split-scan method, the eff ect of repetition or frequency of exposure on ad eff ectiveness cannot

be assessed.

Figure 9.4 Limitations of pre-testing

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