PRE TEST FOR AD

A) Measures of Initial Effectiveness

1) Attention getting power and interest

a) Questioning respondents.

Ask reaction to dummy to the respondents.

b) Observing respondents.

Watching respondents looking through a portfolio of ad and nothing amount of time spent reading each ad.

c) Instruments test

i) Behavior Recording – Recording eye movements as the respondents views the ad.

ii) Recording Subjective Reaction – Measuring degree of interest by tuning radio or TV.

iii) Film and instruments presentation followed by questioners.

2) Clarity of Ideas

a) Question of the respondents as to what ad conveys.

b) Instrument test: Timing devices, which control the length of exposure to the ad.

c) Devices, which measure the distance at which a poster of billboard can be read.

B) Measure of Knowledge

1) Awareness test, which measure what respondents, know about the company or product.

2) Recall test

a) Unaided - What products of this class do you remember seeing advertised?

b) Aided - Do you remember seeing an ad for such and such product?

3) Measuring Impact – Determining

(i)     Significance of Idea

(ii)   Extent to Understand

(iii) Believability

(iv) Emotional Impact.

C) Attitude Measurement

1)         Conscious                Vs                   Preconscious attitudes

 

2) Opinions and feelings about companies and product.

3) Opinions and feelings about advertising ideas and test ads.

D) Predicting the probable action advertising which generate.

1) Product uses and sales

2) Responses other than sales

4Ws in media planning

1. Who do you want to reach?

2. Where they are located?

3. What is the message?

4. When do we run the Ads?

THEME – What to say and how to say it varies on the characteristics of media,

Product demo – TV

High involvement product – print

MESSAGE – It varies media to media and also program to program.

RESEARCH – monitor audience reactions,

-          The number of number of message to be used.

-          The continuity pattern of the ad.

POPULARITY – Size of the audience and characteristics of target market.

PROFILE – It includes social and economic profiles of audience including demography, interests, and lifestyle purchasing pattern.

COST FORECASTING – A careful and accurate estimate of what the advertiser will pay for space and time.