Introduction advertising unit Structure

4. Split-Run Test :
It is a modification of inquiry test. An advertiser 
takes two advertisements in magazine offering split-run facilities. 
The two advertisements differ in one respect only e.g., one 
advertisement presents the cold drink in a transparent bottle and 
the other advertisement presents the cold drink in a non-
transparent bottle. The advertisement is keyed. Now, in two 
different markets i.e., cold drink marketed in transparent bottle is 
more, it is taken for granted that this advertisement has been more 
successful compared to the second one. 
5. Psychological Tests :
A variety of psychological tests are used 
which include story telling, word association, sentence completion, 
depth interviewing etc. This test attempts to find out what the 
respondent has been in different advertisements and what they 
mean to him. These tests can be conducted only by trained 
interviewers. 
6. Focus Interviews :
In this method some selected consumers 
are called and are asked to deliberate discussion on the 
advertisements presented to them. The attention of the members of 
the panel is focused on certain aspect of the advertisement. The 
opinion expressed by the participants becomes the basis to study 
the effectiveness of advertising. 
7. Readership Test :
This method attempts to study the impact of 
advertising in increasing the product awareness by the consumers.
Readership test facilitates the relative importance and effectiveness 
of advertisement published in national press. The readers are 
asked to tell where have they read the advertisement and how it 
has increased their awareness about the product. 
The various methods used to study the effectiveness of an 
advertisement provide information about the impact of an 
advertisement on the product awareness and bringing about a 
change in the attitude of the consumers. 

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