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Types of Rough Art, Copy, and
Commercial Tests
Comprehension and reaction tests: Assess the
reaction an ad generates to ensure that it is not
offensive
Consumer juries: Use consumers representative of
the target market to evaluate the probable success
of an ad
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
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Limitations of the Consumer Juries
Method
Consumer may become a selfappointed expert
Number of ads that can be evaluated is limited
Halo effect: Overall rating is influenced by the
judgment on one or few characteristics of the ad
Preferences for types of advertising may
overshadow objectivity
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
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Figure 18.8 Gallup & Robinson’s
Impact System
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
8
Portfolio Tests
Expose a group of respondents to a portfolio
consisting of control and test ads
Limitations
Factors other than advertising creativity and/or
presentation may affect recall
Ability to recognize the ad when shown may be a
better measure than recall
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
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