Introduction advertising unit Structure

6. Trailer Tests :
In trailer testing, a trailer or van is parked in a 
parking zone of a shopping centre and people are invited to come 
in for interviews. Everyone who enters the trailer is shown a 
television commercial on a rear screen projector and questioned 
about it. This method is very economical for it costs less to bring 
people into, the trailer for interview. 
7. Consumer Jury Tests :
Consumer jury tests are based on the 
rating given on advertisement by a typical group of consumers.
Rating implies comparison of one advertisement with several 
others. A consumer jury test is made in a variety of ways. The 
usual procedure is to ask a relatively small group of consumers, 
who represent potential buyers of the product to rate alternative 
pieces of copy. Different data collection methods may be used in 
implementing a consumer jury test. For example, personal 
interviews may be used or a group may be assembled and the 
members may be asked to rate on the alternative copy. 
8. Rating Scales :
This method of copy testing requires the 
establishment of standards for effective copy and numerical 
weights for each standard. The weights or values indicate the 

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relative worth of a standard in the overall success of copy. 
Advertisements are then rated according to scale value and a 
numerical score is obtained. 
9. Portfolio Tests :
These tests are named after the manner in 
which advertisements to be tested are packaged. A group of 
advertisements usually a mixture of advertisements to be tested is 
placed in portfolio. Sometimes, advertisements are actually placed 
in dummy copies of newspapers and magazines. Respondents are 
given the folio and asked to go through it, reading whatever 
interests them and taking as much time as they want. After 
completing this task, the respondents are asked to recall the 
advertisements what they can remember.