Testing of advertisement is basically done by two methods—Pre testing and Post testing. Pre testing (also known as evaluation research) is done before the advertisement is released.
Pre testing is essential to see how effective the advertisement will be. Since a lot of money is spent on making the advertisement copy etc., it is essential to gauge what impact will it have on the audience. Pre testing may be done at a number of points. Right from idea generation till its implementation. Pretest should be used as a guide. In pre testing of advertisement respondents are asked a number of questions in different settings. These setting can be in laboratory, field etc. Questions asked can be framed to elicit information from the respondents to make out and differentiate strong ads from the weak ones.
Methods of Retesting of the Advertisement
Central Location Test
Respondents are shown test commercial in a public place or a shopping center in big malls.
The ad to be tested are shown along with other non-competing Ads to study the response to the Ad.
Trailers are shown as commercials at shopping centers and the prospects are given discount coupons for the advertised products.
Live Telecast Test
Commercials are shown at electronic TV or cable and subsequently respondents are interviewed on the phone.
Sales Experiment: Alternative TV or Radio commercials are run in two or more markets and then compared.
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