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describe the term “the testing process”
The Testing Process
The actual testing of ads may take place throughout the campaign. Four types of tests are discussed.
Concept Generation and Testing
Figure 18-4 describes the process involved in concept testing. As noted, concept testing takes place very early on in the development of the campaign and is designed to explore consumers’ responses to ads and/or campaigns being considered. Focus groups and mall intercepts are commonly employed methods at this stage.
Rough Art, Copy and Commercial Testing
Because of the high costs associated with testing, completed advertisements and commercials, many advertisers (or their agencies) conduct such tests prior to the completion of the final product. Figure 18-6 describes some of the terminology used to describe these tests. Results of these tests have been shown to correlate highly with those taken after the ads have been completed.
Pre-testing Finished Ads
Many advertisers prefer to test the ad in its finished form. A variety of both print and broadcast measures may be used.
Pre-testing finished print messages—a number of methods for pretesting print messages are provided. Some of the more common of these are:
portfolio tests
readability tests
dummy advertising vehicles
Pre-testing finished broadcast ads—some of the more popular methods for pre-testing broadcast ads are:
theater tests—one of the most popular lab methods for pretesting finished commercials.
on-air tests—often includes single-source ad research.
physiological measures include:
pupillometrics
electrodermal response
eye tracking
brainwave research.
Market Testing of Ads
Many of the methods already mentioned are also used in the posttesting of advertisements. The text once again discusses methods of market testing ads of both the print and broadcast varieties.
Posttests of print ads—Three of the most common forms of posttesting print ads include:
inquiry tests—these are designed to measure advertising effectiveness on the basis of inquiries gener

ated from ads appearing in various print media.
recognition tests
recall tests—these attempt to measure recall of specific ads.
Posttests of broadcast commercials
comprehensive tests—The chapter discusses one of the more commonly employed posttest measures of broadcast commercials. The Ipsos-ASI Next *TV test replaced the Burke Test which had often been the topic of debate in respect to its value and validity.
test marketing of broadcast ads—many companies conduct tests designed to measure their advertising effects in specific test markets before releasing them nationally.
single source tracking studies—this track the behaviors of consumers from the television set to the supermarket checkout counter.
tracking print/broadcast ads—tracking studies have been used to measure the effect of advertising on awareness, recall, interest, and attitudes toward the ad and/or brand as well as purchase intentions.
Module 8 Discussion Board
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Individual Posting: Due by Friday. Write three paragraph (each paragraph must be between 3 and 8 sentences each) for Individual Posting addressing the question below. Make sure to include a minimum of two references (and citations in the body of the post). You might consider visiting the company’s web site as one source.
Response Postings: Due by Tuesday. Respond to the Individual Postings of at least two peers. Students who wish to earn an A grade will post 5 response postings. Response Postings should be substantive postings (offer new information), contributing to and advancing the examination of the questions at hand. Every response posting must include at least one reference and citation. Response postings must be at least two paragraphs (with 3 to 8 sentences each).
Grades will be based on your demonstrated analytical and interpretive skills in providing thorough analysis of the topic, and quality responses to peer work.
Please review all options to determine which discussion topic you would like to post to.