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• In other words, after they pretest the ad, they are able to
compare its score with others that reflect how comparable ads
perform on the factors they test.
• The viewers receive a deck of key frames from the commercial and
are asked to sort them into images they remember seeing and
ones they don’t remember.
• Then they sort them into five categories from strong positive to
strong negative.
• Say two months later, the researcher makes another series of random
calls and asks the same questions. The second wave is compared
with the first until management is satisfied with the ad’s market
penetration and impact.
a. Run no advertising or ,
b. Continue to run the old advertisement.
• The new ad is used in the test cities. Before, during, and after
running the advertising, marketers compare sales results in
the test cities by checking inventories in selected stores,
representative of the target market.
Post–Testing: After Execution Research:- Evaluative research
occurs after the ad has run to determine whether it has met its
objectives or not.
• Memory tests fall into two major groups: Recall Tests and
Recognition Tests.
• The test requires that the respondent link a specific brand name,
or at least a specific product category, to a specific commercial.