Introduction advertising unit Structure

2. Affects Attitudes :
Testing enables the advertiser to know 
whether the attitude of the prospects towards the advertised 
product or service has been changed or not, it also enables him to 
understand whether any message of the advertisement is 
recollected by the customer. 
3. Actuate Action :
Advertisement testing enables the advertiser to 
analyse the response by the prospects to an advertisements. It 
gives him an idea of when, how, why a customers accepts a 
particular products or rejects it. This will help him to present the 
product in such manner that he (prospects) takes a favourable or 
positive action. 

---

186 
4. Judge Overall Effectiveness :
Testing of advertisement-helps 
the advertiser injudging the total effectiveness of a particular 
advertisement in respect of their headlines, layout, copy, 
illustrations, layout or any other quality that is important within the 
advertisement. 
Thus, advertising evaluation can be done before the campaign 
is over. The main object of evaluating the campaign is “to get all the 
bugs out” before sending precious money. When advertisements 
are tested after the campaign it is called “postmortem” of an 
advertisement effectiveness. 
The advertising can be evaluate or tested before or after its 
application. Both have got various advantages. 
15.3.3 Pre-Testing Methods : 
 
An advertisement can be tested at two stages namely: (a) prior 
to the commencement, and (b) after the commencement of the 
advertising campaign. The former stage is called „pre-testing‟ and 
the latter „post-testing‟.
The following are the pre-testing methods : 
1. Proposition Tests :
Tests of creative strategies are called 
proposition tests. Strategy refers to the alternative course which 
can be tried to know most suitable course of action. For example, 
the advertising campaign of a watch manufacturing company might 
follow such strategies as: (i) It is stylish watch for fashion conscious 
man. (ii) It is a dependable watch. (iii) It is an inexpensive watch 
and looks like a watch that costs twice the price. 
Each proposition reflects a different advertising strategy for 
watches. Fashionable appearance, expensive appearance and 
reliable. To choose which is the best representative sample of 
prospective watch buyers would be shown all three on individual 
cards as if they were different watches. The sample respondents 
would then be asked to choose between the watches, and to give 
their choices. The most widely acceptable proposition would be 
established as an advertising strategy.