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Ä Communication-effect research
Ä Sales-effect research
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Ä Concept generation and testing: Positioning
statements, copy, headlines and/or
illustrations
Ä Concept cards
Ä Focus groups of 8-10 people
Ä Enhance good ads and make them µwinners¶
Ä Eliminate failures
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Ä rough Art, Copy, and Commercial Testing:
storyboards, animatic and photomatic
roughs may be used at this stage
Ä Comprehension and reaction tests: Personal
interviews, group interviews, and focus
groups. Sample size: 50 to 200 respondents
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Ä Pre-testing of finished ads: provides better
information
Ä Portfolio tests (Print ads): portfolio
consisting of both control and test ads. Ads
that yield R
R are the most
effective
Ä Oummy Advertising Vehicles (Print)
Ä Clutter reel (TV)
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Ä results not quantifiable
Ä Small sample size - too small to generalize
to larger populations
Ä Group can get influenced by certain
participants who might dominate discussion
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Ä nquiry tests (Print): coupons returned,
phone calls, sms, e-mails
Ä recognition tests (Print): Show the ad
Ä recall tests (Print): Oeck of cards
containing brand names. Probe
Ä Oay-After recall Tests (Broadcast): Aided
and unaided
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Ä Persuasive Tests (Broadcast): Attitude
change test before and after exposure to ad
Ä Oiagnostics (Broadcast): Proposition and
creative idea comprehension, reactions
Ä Test Marketing
Ä Single-source tracking studies (Broadcast):
Control community TV signals and track
through purchases
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Ä Tracking Print/Broadcast Ads:
Measurements at regular intervals.
Awareness, recall, interest, attitudes and
purchase intentions
Ä Standard set of questions can track effects
of the campaign over time
   
Ä Oid the plan actually achieve reach and
frequency objectives?
Ä Oid the newspaper and magazine
placements run in the positions expected
and produce the intended GrP and CPM
levels?
Ä r ?
Ä Are you over/under advertising? (Test
Marketing)
   
Ä Thegoal in testing media planning is
always to optimize the budget - to get the
most impact possible with the least
expenditure of money
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Share of
expenditures

Share of
voice

Share of
mind
& heart

Share of
market
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