Evaluating: advertising (MC, unit 8)

ADVERTISING - Pre-testing (or copy testing) show unfinished ads to preselected representative groups of the target audience to see whether meets its objectives
Use focus groups
3 different groups of techniques: (De Pelsmacker et al 2001)

1. Internal - checklists & readability
2. Communications effects - physiological tests, recall and direct opinion measurement
3. Behavioural effects - measure actual response (not predictive) using trailer tests & split scan processes

Post-testing measure the number of inquiries, or direct responses, stimulated by advert or campaign (returned coupons, literature requests, orders)

• Recall tests - how memorable with target audience. Recognition tests check ability to reprocess information about an advertisement (most common for print adverts).
• Sales tests - increases in sales as result of comms. Not necessarily accurate performance measure. Tends to be through single-source data (controlled sets of ads). Expensive, only appropriate for testing individual ads (not campaigns) but highly dependable.

Other tests
Tracking studies - regular data from buyers e.g. TGI
Likeability tests: personally meaningful, relevance, stimulates interest