advertising pretesting techniques

7/29/2019 Advertising Pretesting Techniques

1/17

A PRESENTATION ON

Pretesting Techniques for

Measuring Advertising Effectiveness

For the subject of............................Marketing Communication

Presented By.........................................................Harshul Nagpal6th SemesterRoll No. - 50


2/17

PRETESTING

Pretests may occur at a number of points,from as early on as idea generation to rough

execution to testing the final version beforeimplementing it.

More than one type of pretest may be used.


3/17

ADVANTAGES The advantage of pretesting at this stage is that

Feedback is Relatively Inexpensive.

Any sort of Problems are Identified, with theconcept or the way it is to be delivered, before largeamounts of money are spent in development.

Sometimes more than one version of the ad isevaluated to determine which is most likely to be

effective.


4/17

DISADVANTAGES The disadvantage is that mock-ups, storyboards,

or animatics May Not Effectively Communicatenearly as the final product.

The mood-enhancing and/or Emotional Aspectsof the message are very Difficult To

Communicate in this format.

Another disadvantage is Time Delays. Manymarketers believe in being first in the market.


5/17

LABORATORY

METHODSFIELD

METHODS

Consumer juries Dummy AdvertisingVehicles

Portfolio tests On-air tests

Theater tests

Concept tests

Readability tests

Comprehension and

Reaction Tests


6/17

CONCEPT TESTING

Concept testing is conducted very early in thecampaign development process in order to explorethe targeted consumers response to a potentialadvertisement.

Positioning statements, copy, headlines, and/orillustrations may all be under scrutiny.

The colors used, typeface, package designs, and evenpoint-of-purchase materials may be evaluated.

One of the more commonly used methods forconcept testing is focus groups, which usually consistof 8 to 10 people in the target market for the

product.


7/17

Weaknesses associated with focus

group research

The results are not quantifiable.

Sample sizes are too small to generalize to larger

populations. Group influences may bias participants responses.

Consumers become instant experts.

Members may not represent the target market. Results may be taken to be more representative

than they really are.


8/17

COMPREHENSION AND

REACTION TESTS

1. One key concern for the advertiser is whetherthe ad or commercial conveys the meaningintended.

2. The second concern is the reaction the adgenerates.

These tests are designed to assess theseresponses.

Personal interviews, group interviews, and focus

groups have all been used for this purpose.


9/17

CONSUMER JURIES

This method uses consumers representative ofthe target market to evaluate the probable successof an advertisement.

Consumer Juries may be asked to rate a selectionof layouts according to either

(1) the order of merit method or

(2) the paired comparison method.


10/17

Limitations of Consumer Juries

The consumer may become a self-appointedexpert.

The no. of ads that can be evaluated is limited.

A halo effect is possible.

Preferences for emotional advertising mayovershadow objectivity.


11/17

PORTFOLIO TESTS

Portfolio tests are a laboratory methodologydesigned to expose a group of respondents to aportfolio consisting of both control and test ads.

Respondents are then asked what informationthey recall from the ads.

The assumption is that the ads that yield thehighest recallare the most effective.


12/17

Weaknesses in Portfolio Tests

Factors other than advertising creativity mayaffect recall.

Interest in the product or product category, thefact that respondents know they are participatingin a test.

Recall may not be the best test.


13/17

DUMMY ADVERTISING

VEHICLES

In an improvement on the portfolio test, ads areplaced in dummy magazines developed by anagency or research firm.

The magazines contain regular editorial featuresof interest to the reader, as well as the test ads,and are distributed to a random sampleof homes


14/17

Advantages

It provides a more natural setting than the

portfolio test. Readership occurs in the participants own home.

The test more closely approximates a naturalreading situation

And the reader may go back to the magazine aspeople typically do.

Disadvantage

The testing effect is not eliminated, and productinterest may still bias the results.


15/17

READABILITY TESTS

The communications efficiency of the copy in aprint ad can be tested without reader interviews.

This test uses the Flesch formula to assessreadability of the copy by determining theaverage number of syllables per 100 words.

Human interest appeal of the material, length ofsentences, and familiarity with certain words arealso considered and correlated with theeducational background of target audiences.


16/17

Advantage

This method eliminates many of the

interviewee biases associated with other testsand avoids gross errors in understanding.

Disadvantage Direct input from the receiver is not available.

Without this input, contributing elements like

creativity cannot be addressed.

To be effective, this test should be used only inconjunction with other pretesting methods.


17/17

advertising pretesting techniques

Documents