It is a specialized field of market research that determines advertisement’s effectiveness based on customer response, feedback and behavior. Useful for selecting one out of many ads executions or to improve compression or tone of the ads. It is both qualitative and quantitative market research technique.

2.  It is a specialized field of market research
that determines advertisement’s
effectiveness based on customer response,
feedback and behavior.
 Useful for selecting one out of many ads
executions or to improve compression or
tone of the ads.
 It is both qualitative and quantitative market
research technique.

3.  Avoiding costly mistakes
 Evaluating alternative strategies
-Different forms of media, frequency, spokesperson, etc.
 Increasing the efficiency of advertising in general
-No technical jargon nor too much creativity should be used
 Determining if objectives are achieved

4. What to test??
i. Source factors: effectiveness of Spokesperson used
e.g.- Tiger Woods for Nike-successful
Britney Spears for Pepsi-Unsuccessful as she grew old
ii. Message variables: Meaningful, memorable, attractive
e.g. - Ad showing celebrities using LUX beauty soap appears
vague
iii. Media strategies: Integrated media mix(contribution of
various media and their synergistic effect)
iv. Budgeting decisions: Relationship of ad budget and sales

5. When to test??
 Pretesting:
-Measures taken before the campaign is implemented.
-Occurs at point-idea generation, rough execution, testing the final version before
implementing it.
e.g-Concept testing
Methods used:
-Laboratory Methods
-Field Methods
 Advantages: Inexpensive feedback, money saving
 Disadvantages: Miscommunication, time delay
 Post testing:
i.
ii.
To determine whether the objective is accomplished or not
Serve as a input into the next period’s situation analysis
Methods used: Field Methods
-

6. Where to test??
 Laboratory tests:
Participants responses are measured by various methods as
pupil dilation, eye tracking or galvanic skin response.
Advantages:
-Control: changes in copy , illustration, format
Disadvantages:
-Realism: lack of realism is testing bias
 Field tests:
These are tests of the ads under natural viewing situations
Disadvantages: Lack of control

7. How to test??
PACT(Positioning Advertising Copy Testing):
It defines Copy Testing as a research, which is undertaken
when a decision is to be made about whether ad should
run in the marketplace.
Classification of testing methods:
 Pretest:
Laboratory methods: Concept test, Rough tests, Portfolio
tests
Field methods: On-Air test
 Post test:
Field methods: Recall test, Day-after recall T
ests,
recognition test

8.  Explores consumers response to various ad
concepts as expressed in words, pictures or
symbols.
 Conducted very early in the campaign
development process.

9.  It indicates how the finished commercials will
perform.
 It involves lab settings as well on-air field tests.
 Categorization of rough testing:
i. Animatic rough
ii. Photomatic
iii. Live-action rough

10.  After looking through a portfolio of different versions
of a particular advertisement, respondents chosen
from the target market are asked to recall in detail
those which they can remember.
Readability Test:
 The communication efficiency of the copy in a print
ad is tested.
 Sentences should be short and words should be
concrete and familiar.

11.  The ads are inserted into actual TV programs
in certain test markets. These ads are in
finished form.
 Day after recall scores : primary measure
used in this test
 More effective and reliable than laboratory
methods as these tests are conducted in
natural environments.

12.  Tracking recall of advertising in magazines to
assess performance and effectiveness
 Three measurement scores:
i. Proven name registration
ii. Idea Communication
iii. Favorable buying attitude

13.  Most popular method of post testing
employed in the broadcasting industry.
 Disadvantages:
i. Security issues: Test markets could be seen
by competitors
ii. Program content may influence recall

14.  Determining recognition of print ads and
comparing them to other ads of same variety.
 Starch Ad readership reports generates 3
recognition scores:
i. Noted score
ii. Seen-associated score
iii. Read-most score