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Advertising Research
ON-THE-AIR-TEST
These are research services that measure responses to advertisement that are placed on actual television
and radio. These are organised by research companies or consultants some of which are affiliated to
some foreign firms such as Burke Marketing Service which use the method called Day-After-Recall
(DAR) or Gallup and Robinson which uses – Total Prime Time (TPT). In Nigeria, researches on
television viewers and radio audience are conducted, using the survey method. Advertising agencies have
developed research departments that provide survey services for their clients. There are few privately
owned research firms providing various research services in Nigeria for clients who need data relating
to marketing and advertising.
THEATRE TEST
Television commercials are also tested in theatre environments. Advertisements are shown in the contest
of a standard television show. Typical measures taken are for brand preference shift, based upon before
and after exposure to test and control advertisements and recall of the copy points in the commercial.
TRAILER TESTS
This method could be used as alternative to theatre tests. Respondents are taken from a shopping centre,
mall or store to a trailer nearby or a room in the centre and they are shown advertisements with or
without surrounding programming, and recall, recognition and product preference measures are taken.
The main problem with this method is its artificial appearance.
LABORATORY STORES TESTS
Advertisements may be tested for sales and attitude input by simulating a shopping environment or
simulated test markets where a laboratory environment involving a shopping centre or mall is created.
The intention of this method is to study and predict actual market sales of a product or recall of the
message based upon the trial and repeat purchases, exposure, recall and recognition patterns of consumers
in the simulation.
POST TESTING PROCEDURES
There are three major post-testing procedures such as:
• Recognition tests
• Recall tests
• Sales tests