Introduction advertising unit Structure

190 
Benefits of Post-Testing : 
(i) To find out the extent to which the ad has been noticed, 
seen or read. 
(ii) To find the extent to which the message is understood by 
the readers. 
(iii) To measure the memory value of advertising. 
(iv) To find the impact of advertising on consumer buying 
behaviour. 
(v) To see whether ad is accomplishing its objectives. 
(vi) To evaluate the comparative effectiveness of different ads 
in terms of appeals, layout illustration etc. 
(vii) To improve future advertising efforts. 
Check Your Progress : 
1) 
“Well conducted research programme provides inputs for an 
advertising campaign”. Discuss. 
2) 
Explain the following terms. 
a) 
Budget Research 
b) 
Copy Research 
c) 
Concept Testing 
d) 
Folio Test 
e) 
Consumer Jury Test 
15.4 PRE-TESTING METHODS 
 
Before the advertising campaign is undertaken, the advertiser 
checks or test advertisement in respect to its effectiveness. The 
main object of evaluating the advertisement before the campaign is 
“to get all the bugs out” from it. 
The pre-testing methods of checking advertising effectiveness 
are as follows : 
1. Check List Method : 
It is simplest method of testing. In this method a questionnaire 
is prepared by the researcher containing items that are commonly 
found in all types of ads. Then he has to put a tick mark against the 
item appearing in the ad. 
This method can be used to find out attention value, interest 
value, under-standing and education value etc. It is easy to 

---

191 
conduct, less time and money is consumed. But it is difficult to 
judge consumer reactions by a mere check list. 
The jury members of consumers are asked certain question like : 
(i) Which of these ads would you notice first? 
(ii) Which of these ads would you like most? 
(iii) Which of these ads would make you to buy the brand? 
(iv) Which of these ads can be easily read and understood? 
(v) Which of these ads are more believable?