Marketing Communications

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Marketing Communications
Advertising Research


It may be tested before media money or budgets are spent, such process is called PRETEST. Testing of
the copy could be done after the media money or budget has been spent on it. Such method is called
POST-TEST.


PRE-TESTING PROCEDURES


There are many procedures but only common ones will be discussed here:


CONSUMER JURY


In the consumer jury procedure, 50–100 consumers from the target audience are interviewed either
individually or in small groups. The jury members are asked to rank a set of advertisements that are
typically in rough, unfinished form often displayed on story boards. Questions related to such matters
are asked like;



  1. Which advertisement would you most likely read?

  2. Which headline is most interesting?

  3. Which interests you in bringing the product the most?


The respondents rank order the advertisement on each of these dimensions, or a paired comparison
procedures to rank the advertisement may be used. The jury members may be asked to use numeric
rating scale to rate the advertisement on explicitly identified dimensions.


PORTFOLIO TESTS


The portfolio test procedure involves the forced exposure of a group of target consumers to package
of both test and control advertisement called a portfolio. Respondents are asked to look through the
portfolio, reading whatever interests them. The effectiveness of the test advertisement is measured by
the respondent’s ability to recall the advertisement and then recall specifics about the advertisement
with the portfolio closed.


Recall measures are generally unaided by any interviewer prompting, except on rare occasions.

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