Introduction advertising unit Structure

2. Concept Testing :
Under this method, testing is carried out in 
the same way as Proposition Testing, except that roughly drawn 
advertisement concepts are used instead of placing alternative 
strategies on the cards. As the public is not used to look at rough 
advertisement concept, the respondents must be explained in 
advance that what they are about to be shown are rough layout of 
the artist. Headlines should be shown clearly and such irrelevant 
details must be excluded as: Cufflinks on a shirt because this may 

---

187 
give a chance to worry the respondents about why they are there, 
whether they are fashionable and so on. Concept tests are used to 
measure the interest and credibility of different advertising 
approaches. 
 
3. Sales Area Testing :
The most reliable method of testing the 
effectiveness of any advertising is initially to run it in one or two 
selected areas. This testing is used to facilitate launching 
advertising campaign on a large scale, because effectiveness is 
first tested in a smaller area. 
4. Folio Tests :
Folio tests are used for press advertisements that 
are finished or near finished form. Test advertisement along with a 
couple of advertisements is placed into a folder. The „Folio‟ 
composed in this way is then placed before the selected few 
consumers who are expected to give their reactions. The rest 
advertisement is singled out later in the interview and the consumer 
is asked to discuss its appeal and motivational power in creating 
interest, arousing desire and attracting attention. This method of 
pre-testing spots out the most responsive advertisement. 
5. Project Tests :
Television commercials are sometimes tested in 
consumers‟ home by means of portable movie projectors. Often the 
commercial is inserted in a short sequence from an entertainment 
film. After showing the film to the consumers, the interviewer asks 
their opinion about the commercial.