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Advertising Research
PHYSIOLOGICAL METHOD OF TESTING
A number of laboratory procedures have been developed which measure various physiological responses
to advertisements.
- AN EYE CAMERA: an eye camera is used to track the movement of the eye as it examines
an advertisement. The layout of the advertisement is then examined in the context of this
movement to determine which sections receive and hold attention, which parts seem
interesting and what level of confusion can be related to sections of the advertisement.
Its limitations is difficult and the lingering at a given location can not indicate interest or
confusion. - GALVANIC SKIN RESPONSE (GSR): this is physiological response to advertisement that has
received some attention. GSR is measured by attaching electrodes from a recording device
to respondents, who are then exposed to test and control advertisements. GSR measures
changes in the electrical resistance of the skin. When GSR increases, it is considered to
be measures of the arousal that the advertisement causes in subjects. The major problem
with this method is that arousal is not necessarily related to a positive reaction to the
advertisement. - TACHISTOSCOPE: is a physiologically related testing device. It is a slide projector with
special capabilities that allow for the presentation of advertisements under different levels
of speed and illumination. Researchers can measure the rate at which an advertisement
conveys information or recognition. It can be especially important in magazine and outdoor
presentations.
DUMMY ADVERTISING VEHICLES TEST
In this procedure, test and control advertisements are inserted into a magazine format with editorial
features of lasting interest. The only variation in the dummy magazine in a given year is the test
advertisement. The dummy magazine is then distributed to a random sample of households in various
parts of the country.
The respondents are told that the publisher is limited in their evaluation of the editorial content and
are instructed to read the magazine in a normal fashion. A follow-up interview covers both editorial
and advertising content. Measures taken include awareness, recall, copy readership level, and product
interest induced by the advertisement. Since test takes place under natural readership conditions, recall
scores are likely to be more realistic.