Advertising Durate Methods Flashcards
Checklist test (pre)
list fo good qualities that the ad should have
provides rating scale
ranking the ads in terms of their characteristics
the ad with the highest score is chosen
opinion test (pre)
measures the preferences of a sample group, which represents the TG
members of the group rate the ads
the one with the highest score is chosen
dummy magazine test (pre)
used to pretest under the conditions which resemble the normal exposure
a dummy magazine contains control ads that have been done before and the ads that need to be tested
respondents are given the magazines and then interviewed to determine the recall rate
portfolio test (pre)
similar to dummy magazine test
except control ads and tested ads are in a folder
and then the reaction of respondents is noted down
inquiry test (pre)
involves running two or more ads on a limited scale to determine which is more effective
which one gets more inquires for the offers made
mechanical tests (pre)
respondents’ eyes and emotions are noted while seeking the ad
eye movement camera
tachitoscpoe
perceptoscope
co-incidental survey (ongoing)
sample of households is selected and gets called drug the ad is airing
respondents are asked whether their radio or TV is on and, which channel or station is tuned
consumer diaries (ongoing)
respondents are asked to record the details about the program they watch or listen to
diaries are collected and determine the scores
mechanical devices (ongoing)
used to determine the ad differences
- Audi meter
- tachistoscope
- truck electronic unit
traffic counts (ongoing)
measure outdoor advertising - how many vehicles were exposed to this billboard ad, how many times?
inquiry test (post)
controlled experiment
measures the number of consumer inquires produced by an ad
split run test (post)
testing two or more ads in the same position, each ad reaching a comparable group of readers
readers are then encouraged to reply
recognition tests (post)
identifying something as having seen or heard before
based on the memory of the respondents
attempts to measure the ad effectiveness by determining the number of respondents who have read or seen the ad before
recall test (post)
respondents answer as to what they have heard, seen, without out allowing them to look at or listen to the ad while answering
sales test (post)
controlled experiment
establishes a direct relationship between variables and the sales of the products or services
