Introduction advertising unit Structure

 
Evaluation : 
Ad. campaign is run on a small scale to find out - its 
effectiveness before running the ad over entire market of this test is 
conducted properly, it provides authentic results. However, (i) It is 
time consuming, (ii) It is expensive, (iii) It poses a problem in 
respect of selection of cities maintaining comparable situations. 
4. Inquiry Coupon Response : 
Under this, the advertiser sends an inquiry coupon through 
newspapers or magazines which will have to be sent back to the 
advertiser duly filled in by the respondent. The number of inquiries 
or coupons sent back will ascertain the effectiveness of the 
advertisement. 

---

193 
The enquiry test can also be conducted by direct mail. One of 
the types of this test is called as split run test. In this case two Ads 
are selected for the test. First ad is published in first half of the 
number of copies and second Ad is given remaining half of the 
number of copies. The ad showing maximum response is selected. 
Merits : 
1. It can be used to check the relative effectiveness of several 
ads by remaining them on a limited basis. 
2. It is easily implemented and comparable. 
Demerits 
1. It is time consuming. 
2. It is expensive. 
Other Methods : 
There are several other pre-testing methods : 
(a) Projective Technique :
The purpose of this test is to avoid the 
drawback of direct questioning and allow the respondent to reveal 
his feelings about an advertising situation various types of 
projective techniques are : 
(i) Depth Interview :
The respondent is given the advertising 
material and is asked to express his opinion freely. The interviewer 
studies the respondent about his feelings and motivation.