1. How to Pre-test 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. Pre-testing ads
How can you pre-test ads to determine which will
be more effective?
Write 3 ways to test ads before they are run.
When you complete this, go to the next slide.
Adapted from AdPrin.com 2
3. Three ways to pre-test ads
• Combined expert judgments: Ask experts to make
independent judgments, then average the judgments
using equal weights.
• Research: Do a copy testing experiment by testing
behavioral responses to alternative ads for the same
product and brand.
• Adherence to principles: Independent experts code
alternative ads using the AdPrin Audit. It will tell how
well an ad applies the principles.
4. Adherence to Principles
Principles can be used not only for creating, but also
for evaluating how to improve an ad.
Checklists can enhance decision making.
A 2008 study evaluated the effects of the implementation of
a 19-item checklist for hospital procedures. The checklist
led to a reduction in deaths from 1.5 percent to 0.8
percent, and in complications from 11 percent to 7 percent
(Haynes et al. 2009 in Persuasive Advertising p 290)
Why 195 principles? Why not top ten?
Advertising is complex-- like medicine. Would you like
all diseases to be treated by the top ten medicines?
Adapted from AdPrin.com 4
5. 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.
• For example, make a checklist for yourself to follow for before
the next complex task that you will be working on.
Adapted from AdPrin.com
