Introduction advertising unit Structure

2. Consumer Jury Method : 
A consumer jury is a small group of people who may be 
considered typical buyers of the product or service advertised. The 
advertiser enquires with them and their opinions on an 
advertisement are sought. On the basis of their opinions, he may 
accept or reject the advertisement campaign. 
(a) Order of Merit Rating :
In this case various ads are shown to 
the jury of consumers at a time and asked to place them in rank 
order. Each rank can be assigned certain points, then chart will be 
prepared and maximum points to be assigned by all members will 
be selected. 
(b) Paired Comparison :
In this type, a member of jury is shown 
two ads at a time and is asked to select the better one. This 
procedure will continue until each ad from the lot is paired with 
every other ad. The final conclusion may be drawn. 
Merits of Consumer Jury Test : 
(i) It can be conducted within a short period of time. 
(ii) Less costly. 
(iii) It does not require actual running of ads. 
(iv) Size of jury members need not be large i.e. 10 to 50 
members. 
(v) Members can be motivated to give unbiased replies. 
Demerits of Consumer Jury Test : 
(i) It is unrealistic as the ads are not seen in real life condition. 
(ii) There may be biased opinion. 
(iii) Selection of jury members is a real problem. 
(iv) Test based on opinion rather than study. 
(v) There may be inconsistency in ranking by different 
members. 

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3. Sales Area Test : 
In this method a campaign, is run with different appeals in 
separate comparable markets (usually cities) for a particular period 
of time, the effectiveness of the ad campaign is evaluated by 
comparing actual sales made to consumers in different markets. 
That sales are which is giving highest sales is considered as more 
effective and accordingly ad copy is selected. 
4. Procedure : 
The procedure is to select two groups of cities (market area), 
one group is called (Control group of cities) and other is called (The 
test group of cities) each group contains three cities. The existing 
ad campaign is continued in control group and new ad campaign is 
run in test group. 
The testing period is divided into three stages, ranging between 
3 to 6 months. 
First stage is called as Pre-test. During this period sales are 
checked in several groups to determine the trends in sales in 
normal conditions. 
Second 
stage is called as “actual test period”, in which test 
campaign is seen in the test group of cities. 
The third stage is called as “Post-test period”, in which sales 
are checked to find out effect of advertising campaign. 
Now sales results of the control groups are compared with the 
results of the test groups. If the sales show a better performance, 
the new campaign is treated as effective and later on is run over 
the entire market area.