Advertising Testing Process Notes

Occurs at various stages.
Four main types:
- Concept Testing
- Rough Testing
- Finished Art or Commercial Testing
- Market Testing (Post-testing)

Objective: Explores consumers' responses to ad concepts. Concepts are expressed in words, pictures, or symbols.
Method:
- Alternatives are shown to consumers matching the target audience.
- Reactions and evaluations are gathered through:
  - Focus groups
  - Direct questioning
  - Surveys
- Sample sizes depend on:
  - Number of concepts
  - Consensus of responses
Output: Qualitative and/or quantitative data evaluating and comparing concepts.

Tests include comprehension and reaction tests.
Consumer Juries are used.
Advantages:
- Cost effectiveness
- Endorsements by independent third parties
- Achievement of credibility
Disadvantages:
- Consumers may become self-appointed experts.
- Limited number of ads can be evaluated.
- Halo effect is possible.
- Preference for ad types may overshadow objectivity.

Animatic Rough:
- Includes a succession of drawings/cartoons, rendered artwork, still frames, and simulated movement.
Photomatic Rough:
- Successions of photographs (often showing real people/scenery) with still frames and simulated movement.
Live-action Rough:
- Employs live motion.
- Involves stand-ins, often with nonunion crews.
- Utilizes limited props and opticals, and location settings.

Purpose: To determine how the finished product will perform, make corrections if needed, and fine-tune the message.
Options include:
- Portfolio tests
- Readability tests
- Dummy advertising vehicles

"Dummy" magazines are created including articles, and test and non-test ads.
Distributed to a random sample of homes.
Readers are interviewed to assess their reactions to both the editorial and the ads.
Product interest may still bias results.