1. Using consumers to evaluate ads
Prepared by J. Scott Armstrong (details on him at jscottarmstrong.com).
Please inform Scott about errors and also make suggestions (armstrong@wharton.upenn.edu)
Scott has taken these slides from adprin.com, a site that he founded. That site contains interactive versions of these
slides, along with linked references, videos, and webcasts, all in PPT and PPTX format that you can download.

2. How could you use consumers to evaluate ads?
Which of the following approaches are useful?
1. Focus groups to discuss their reactions to an ad.
2. Surveys to ask people how much they like an ad.
3. Surveys that ask people about their intentions to
purchase when presented with different ads for the
same product.
Click for the evidence-based answer
Only #3; #1 and #2 are detrimental
Adapted from AdPrin.com 2

3. Evidence-based recommendations
1. Avoid asking consumers if an ad is effective. They are not
experts in persuasion.
In particular, avoid focus groups, an expensive and
inappropriate method for evaluation. Focus groups tend to
result in bias based on
• The behavior of the group leader
• Wording of the questions and suggestions
• Reluctance to put forth unusual ideas
– (Armstrong 2004)
2. Do not use “liking” as a criterion, whether by consumers or experts.
• Liking is not an objective (Persuasive Advertising p 289)
• Focus on persuasiveness
3. Use experiments. Assess how people are affected when
presented with different ads (some get ad A while others get ad
B)

4. Based on this exercise, write a small application step for yourself,
and set a deadline, preferably within one week. If you are
working with someone else, share your application plan and the
results of your application.
Example: Test responses for two of your firm’s ads for a given
product, using a small convenience sample.
Adapted from AdPrin.com