1. Using consumers to evaluate ads View as slide show Adapted from AdPrin.com

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 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