ADVERTISEMENT EFFECTIVENESS 1: PRE TESTING METHODS

• ADVERTISEMENT EFFECTIVENESS 1: PRE TESTING METHODS
  ADVERTISING AND SALES MANAGEMENT
• MEANING OF ADVERTISEMENT EFFECTIVENESS

1. TESTING OR EVALUATION OF AD EFFECTIVENESS REFERS TO THE MANAGERIAL EXERCISE AIMED AT RELATING THE ADVERTISING RESULTS TO THE ESTABLISHED STANDARD OF PERFORMANCE AND OBJECTIVES TO ASSESS THE REAL VALUE OF THE ADVERTISING PERFORMANCE
2. EVALUATION EXERCISE IS ALSO KNOWN AS ADVERTISING RESEARCH WHICH IS TAKEN TO MEASURE THE WORTH OF ADVERTISEMENT.
3. ATTEMPT TO KNOW WHETHER THE MESSAGE DESIGNED HAS REACHED THE GREATEST NUMBER OF PROSPECTS
4. WHETHER IT HAS CREATED THE PROFIT MAXIMIZATION AND MAXIMIZATION TO THE SATISFACTION TO THE CONSUMER

• NEED FOR TESTING THE ADVERTISING EFFECTIVENESS

1. TO MAKE SOUND FUTURE DECISIONS
2. TO IMPRESS UPON THE TOP MANAGEMENT
3. TO HAVE THE CLEAR BREAK UP PICTURE
4. TO KNOW TH POINT OF SATURATION
5. TO KEEP IN TOUCH WITH THE NEW TREND
6. TIME TO TEST THE ADVERTISEMENT EFFECTIVENESS

1. PRE RELEASE
2. CONCURRENT RELEASE
3. POST RELEASE OF AN AD

• PRE-TESTING METHODS
• PRIOR TO THE LAUNCHING OF THE FULL ADVERTISING CAMPAIGN AND INCURRING MAJOR EXPENSES ON ADVERTISING EFFORTS
• THE PURPOSE:-

1. SELECT THE BEST COPY
2. APPEALS
3. HEADLINES
4. MATTER
5. SLOGAN
6. ILLUSTARTION

• METHODS OF PRE TESTING

1. CHECK LIST
2. OPINION TEST
3. DUMMY MAGAZINES AND PORTFOLIO TEST
4. INQUIRY TEST
5. MECHANICAL TEST

• CHECK LIST TEST

1. LIST OF GOOD QUALITIES POSSESSED BY AN EFFECTIVE ADVERTISEMENT
2. RATING SCALE OR BASIS OF RANKING AD IN TERMS OF CHARACTERISTICS
3. CHARACTERISTICS MAY BE HONESTY,ATTENTION GETTING,READABILITY,CONVINCING ABILITY,SELLING ABILITY ETC
4. TESTING OF ADS AGAINST THESE CHARACTERISTICS,WEIGHTED AND SCORES DETERMINED
5. HIGHEST SCORE IS CONSIDERED IS THE BEST AD
6. MERITS:- EASY TO ADMINISTER AND ECONOMICAL AND EVALUATION BY AD QUALITIES
7. DEMERIT:-SUBJECTIVE EVALUATION AND UNRELIABLE RESULT

• OPINION TEST

• THE MEMBERS OF THE JURY RATE THE ADVERTISEMENT AS TO THEIR HEADLINES,THEMES,ILLUSTRATIONS,SLOGANS BY DIRECT COMPARISON.
• OBTAINS THE PREFERENCE OF A SAMPLE GROUP OF TYPICAL PROSPECTIVE CONSUMERS OF THE PRODUCT OR THE SERVICES FOR AN ADVERTISEMENT OR PART OF IT
• MERIT:-

1. SPEEDIER IN GETTING RESULT
2. ECONOMICAL
3. EASY TO ADMINISTER

• DEMERIT

1. BIASES
2. SUBJECTIVE METHOD

• DUMMY MAGAZINE AND PORTFOLIO TEST

1)    USED TO PRETEST THE ADVERTISEMENT UNDER THE CONDITIONS OF APPROXIMATION

2)    CONTAINS STANDARD EDITORIAL MATERIAL,CONTROL ADS

3)    DISTRIBUTED TO SAMPLE OF HOUSEHOLD

4)    READ WITH IN STIPULATED TIME AND AFTER A GIVEN TIME INTERVAL,INTERVIEWS ARE CONDUCTED

5)    RECALLS SCORES ARE DETERMINED

a)    PORTFOLIO TEST IS ADS ARE PLACED IN FOLDER AND ASKED TO GO THROUGH HE FOLDER AND WHICH INTEREST HIM THE MOST

b)    INTERVIEW AND RECALL SCORE

• MERIT:- QUICK RESULT,SIMPLE AND BETTER EVALUATION
• DEMERIT:-SUBJECTIVITY ,COSTLY AND UNRELIABLE
• INQUIRY TEST
• INVOLVES RUNNING TWO OR MORE ADVERTISEMENT ON LIMITED SCALE TO DETERMINE WHICH GENERATES MORE INQUIRIES
• USED EXTENSIVELY TO TEST THE COPY,APPEALS,ILLUSTRATION,OFFERS AND OTHER COMPONENTS
• MERIT:

a)    BREAK UP PICTURE IS POSSIBLE

b)    SIMPLE

c)    RANKING RELIABLE

• DEMERIT:-

a)    TIME CONSUMING

b)    SUBJECTIVE TEST

• MECHANICAL TEST
• MECHANICAL DEVICES ARE

1)    EYE MOVEMENT CAMERA: RECORD THE MOVEMENT OF EYES OVER A PAGE OR ILLUSTRATION

2)    THE PERCEPTOSCOPE:- HOW PLEASANT AN ILLUSTRATION,A PIECE OF ART WORK OR THE MOCK UP POSTER IS TO A PERSON.WORKS ON THE THEORY THAT THE PERSON’S EYE PUPILS INVOLUNTARILY DILATES WHEN THEY ENCOUNTER PLEASANT PICTURE AND UNPLEASANT ONE

3)    PSYCHOGLVANOMETER:- DETERMINE THE PERSPIRATION SECRETED BY THE GLAND IN THE PALM OF A RESPONDENT WHEN IS EXPOSED TO THE AD. WORKS ON CONDITION THAT ADS ARE EMOTIONALLY CHARGED

4)    TACHISTSCOPE IS USED TO DETERMINE THE SPEED WITH WHICH AN AD COMMUNICATES  AND TO LEARN THE CONTENTS OF THE MATERIALS

• EVALUATION
• MERITS

1)    OBJECTIVE METHOD

2)    MORE RELIABLE

3)    SIMPLE

4)    KNOWING OF HIDDEN RESPONSE

• DEMERITS

1)    COSTLIER

2)    TIME CONSUMING

3)    REQUIRE EXPERTS TO INTERPRET