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| title | chunk | source | category | tags | date_saved | instance |
|---|---|---|---|---|---|---|
| Advertising management | 10/11 | https://en.wikipedia.org/wiki/Advertising_management | reference | science, encyclopedia | 2026-05-05T15:17:26.704627+00:00 | kb-cron |
(i) relevant to the communications objectives; (ii) agree on how results are to be used; (iii) use multiple measures; (iv) be theoretically grounded – i.e. based on a model of human response (e.g. hierarchy of effects); (v) consider multiple exposures; (vi) test comparably finished executions; (vii) control the exposure context; (viii) define the relevant sample; (ix) demonstrate reliability and validity; (x) take baseline (i.e., pre-exposure) measurements and/or use control groups Specific types of pre-testing include copy tests, projective techniques and increasingly, a diverse range of physiological and/or biometric testing methods.
==== Copy testing ==== Copy testing is testing that evaluates advertising copy and creative executions. In this section, the principal methods of copy testing are briefly discussed.
===== Mock-ups =====
Researchers often use mock-ups of the final creative with varying degrees of finished artwork. Some mock-ups are only intended to be seen by the advertising agency and client during the advertising concept development stage. However, mock-ups are useful for gauging audience response to the proposed advertising copy. Mock-ups can be used in face-to-face interviews, small focus groups or theatre tests. A sample of respondents is invited to look at the mock-ups and subsequently asked a series of questions designed to capture advertising effects that are of interest for the given campaign. Types of advertising mock-ups that are used in copy testing, both print and broadcast advertising, include:
Rough art: very rough drawings of the creative concept Comps: (abbreviation of "composition art") refers to rough art included along with copy, slogans and campaign strategy Rip-o-matics: very rough versions of a TV commercial that include stock images and film footage designed to emulate the look and feel of the final creative execution; rip-o-matic are often called "mood" or "concept" videos. Photo-matics: include photographs along with the intended audio Storyboards: a sequence of drawings or photographs accompanied by relevant copy and designed to resemble the final creative execution of a film or digital TV commercial. Animatics: a more elaborate version of a storyboard that includes dialogue, soundtracks and voice overs that are intended to represent a more polished version of the final creative execution.
===== Projective techniques =====
In projective techniques, the respondent is invited to project themselves into the advertisement. There are many projective techniques including word association, sentence completion and story completion. These techniques assume that when exposed to incomplete stimuli, respondents use underlying attitudes or motivations to complete the storyline, thereby revealing their fears and aspirations that may not surface under more direct questioning. Projective techniques have been found to be very useful for evaluating concepts and generating new concepts.
==== Physiological measures ==== For decades, researchers have been using physiological measures to study such responses to advertising. These measures include such things as pupil response, electrode mal response (GSR) and heart rate. These measures have been shown to be effective measures of attention and the strength of emotional response. With the rise of consumer neuroscience, researchers have begun to use a much wider range of measures to investigate cognitive responses as well as emotional responses. Some of the techniques used to measure consumer responses to advertising stimuli include:
===== Pupil dilation ===== The amount of pupil dilation (also known as pupillometry) is believed to provide a relatively precise measure of the amount of mental effort associated with a task. Pupil dilation tests became a staple of advertising copy testing during the 1970s as a way to test consumers' responses to television commercials. Pupil dilation suggests a stronger interest in the stimuli and can be associated with arousal and action. Pupil dilation is not only used to study advertising, but also used to investigate product and package design.
===== Eye tracking =====
While viewing an advertisement, a sensor aims a beam of infrared light at the eye and follows the movement to show the spot on which the viewer is focusing. This shows the length of time the viewer focuses on each element of the image and the general sequence used to interpret the image. Eye tracking is often used to fine tune advertising executions. Research studies suggest that eye tracking is associated with brand recognition, but less useful for brand recall.
===== Galvanic skin response (GSR) =====
Galvanic skin response uses a device, called a galvanometer, which is very similar to a lie detector, designed to measure minute amounts of skin perspiration and electrical activity in the skin. Changes in skin response are associated with arousal and are an indicator of the advertisement's ability to capture attention.
===== Electroencephalograph (EEG) =====
An electroencephalograph (EEG) is a device that measures changes in brain-wave activity. EEG testing can detect emotional arousal which is difficult to detect using alternative testing methods. Arousal is an indicator of the advertisement's ability to grab attention and engage the consumer in the message. EEG testing is a cumbersome and invasive testing method which militates against routine use in advertising testing.
===== Functional magnetic resonance imaging (FmRI) =====
FmRI is a technique that enables researchers to monitor activity in specific areas of the brain. This technique has been used to identify specific brain networks associated with pleasure and arousal associated with advertising.
=== Post-testing === The aim of post-testing is to provide indicators of how well a given campaign is achieving the desired communications objectives, so that corrective action and fine-tuning can occur during the campaign as well as to evaluate the effectiveness of advertising expenditure in order to provide benchmarks for future advertising programs. Techniques used in post-testing depend on the media employed, and may include such tests as Starch scores, day-after recall tests (DAR), campaign tracking, advertising ROI and other measures.