Figure 18.5 - Weaknesses Associated with Focus Group Research

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



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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



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Figure 18.8 ­ Gallup & Robinson’s 

Impact System



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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



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9