That is, pretests are often asked to predict to a situation in which the very variables which are manipulated in the lab are not cleanly manipulated. Review of Results with the Technique By doing pretesting within the setting of the research system just described, it is possible to develop a more realistic assessment of the communication response that occurs in specific advertising situations. Because of this goal, it is necessary to make the exposure conditions and measurement as natural as possible, considering the usual "laboratory" type of setting for the test. This research argued very clearly for the textured sort of copy test and against the single measure, single exposure, unnatural setting type of copy test. In some studies we have departed from the "Shopping of the Future" cover. Michael Rothschild did a study in a shopping center storefront in which the key variables were levels of political contest and political involvement of respondents. Several aspects of this procedure should be underlined. But the mixed media campaigns did not work in all advertising situations. Embedded into the mailings were weekly, bi-weekly and monthly schedules of advertising for six different ads or ad campaigns. This is done as the advertising is being created. Ray, Michael L., A proposal for validating measures and models in highly competitive decision situations. It can be used to deal with general, recurring questions that keep coming up in specific advertising decision situations. And because there is very little use of specific copy testing information in campaign development, there is also very little feedback from the campaign to subsequent decisions or to the copy testers themselves. As part of his dissertation research, Michael Rothschild also collected extensive data on one political campaign for the Senate in a midwestern state and on a number of ballot propositions in California. The first is what might be called developmental pretesting. Becoming an Association for Consumer Research member is simple. The Stanford research has opted for the middle ground in pretesting; that is, we have worked with just the selection-scheduling type of pretest. Instead Heeler did these studies in a central research facility. Govt. More detail on these studies is found in Ray (1972), Ray et al. The samples are usually accidental. Field Study II: Split Cable Experiment with Anti-Drug Abuse Messages. Once the previous five stages of the research system are done, there would be a great deal of information on the particular alternatives that survive and are actually run in campaigns. It is not always true that variation in message can extend the life of a campaign. Sometimes there are behavioral measures which follow the test itself. This approach is supported by an extensive research program with one dozen lab pretests which balance natural conditions and research needs, a media modeling study, two extensive field studies, and several monitoring projects. This kind of question is almost immediately examined in a copy test without: (a) any intervening examination of past experience relative to the general types of ads involved or (b) behavioral science information which might provide hints as to whether either or both of the alternatives should be considered at all. Since, as shown on the chart, there is really no research done in this approach, the behavioral scientist answering the question usually said: "Well maybe, there might be response function differences." But, every once in a while, what might seem like genius in the conference room, can: Testing your advertising gives you valuable insight into your creative execution prior to its launch. However, might the pre-testing model itself be flawed, and measuring the 'wrong' criteria for an ad's success? We're a creative agency in London and Singapore. even though he or she seldom does any copy testing with repetition, is "Yes, there are big differences in response to advertising." 2022 Association for Consumer Research, The Journal of the Association for Consumer Research (JACR). 232, September, 1974.) Parents, junior high school and senior high school students were the three kinds of audiences for the study, and they came to central school and organization locations for the test interviewing. the influential theories of Daniel Colley in the 1960s, Orlando Wood, Innovation Director at BrainJuicer. Usually copy tests are done with accidental samples, without the normal surrounding material that is involved when ads are actually exposed, without the variations of exposure that allow a scheduling decision (that is, there tends not to be any repetition variation or variations in program type or variation in media type or variation in competitive setting), without measurement on the several levels that determine advertising response in an effective way, and without delayed measurement or measurement of purchasing action. Silk of MIT and I developed a proposal for a Marketing Science Institute project on determining the extra value or qualitative value of medical publications. To learn how some of our clients have carried out Advertisement Pre-Test surveys and the results obtained thanks to the strategies implemented based on consumer insights, continue reading: In the first one, a premium formula milk brand in the child nutrition category decided to enter the children cereal category. even though he or she seldom does any copy testing with repetition, is "Yes, there are big differences in response to advertising." The usual question given to a copy tester is a very short term and narrow one such as: Is Ad A Better Than Ad B? The second stage of the research system is one in which behavioral science and past experience is tapped to develop alternative strategies, in the case of Figure 1, this meant the develoPment of alternate message strategies. There are several problems with this sort of validational approach. Thus far we have done about a dozen developmental studies involving about 3000 respondents. Michael Rothschild did a study in a shopping center storefront in which the key variables were levels of political contest and political involvement of respondents. Beyond that difficulty, the propositions sometimes get applied in actual campaigns, but seldom is there application in copy tests or field experimentation. In addition to developing data supportive of Zielske's earlier study, Ed Strong, who did this study, was able to develop a scheduling simulator that could be used to evaluate various advertising schedules. There were pairs of ads for five different brands in five different product categories. http://www.vskills.in/certification/Certified-Advertising-Manager. Also, sometimes, the cost can be too high. Our data have been promising thus far and offer hope for improved advertising planning in the future. In essence, there were three general types of attacks on advertising problems, none of which was totally satisfactory. Theres considerable financial and professional investment at stake, so its no surprise that pre-testing is often contentious and viewed by some as imprecise. This is the typical copy testing approach. In addition to testing your new ads, we also test your best historical ad and your competitors current ad. Your new concepts are tested against your existing ones, as well as competitors, in an effort to ensure that your campaign will out-perform those already in place. The research proposed was quite similar to that used in the repetition area, and it gave further testimony to the flexibility of this particular copy testing technique. The respondents are not told to concentrate on the commercials themselves. The measures tend to be either gross physiological ones or, on the other hand, consumer "expert" opinions about the content of advertising. The management science model builder tended to use a single function, adapted from the findings of nonsense syllable verbal learning research, to depict all of the possible responses in all possible situations. This is the campaign monitoring stage. Certified Advertising Manager. The paragraphs below simply give a general indication of the development of our thinking. Given the ambivalent state of affairs with regard to the repetition function problem and others which recur in advertising, we felt that there was a need to develop a research system which could be applied to such problems. Weve seen a lot of advertising, well ahead of the general public. Two methods were tried in a small pilot project done at the U.C. Media Vehicle Exposure Value Research Proposal. The third stage is the one involving copy testing. After performing an Advertisement Pre-test, the companys Marketing Department explains to the Board that the formula change is of no interest to consumers. This is a search which could be likened to the search for the Holy Grail. It can be edgy, exciting, and even thrilling when creative genius and a great story intersect. In the standard design we normally use, measurement is done only after exposure to messages. For the presidential advertising, increased repetitions produced standard learning hierarchy results acroSs the cognitive, affective and conative measures in the study. This provides very little direction in terms of how the ads would operate in an actual schedule in an actual campaign. By using response function estimations from the lab within the context of the other media models inputs, it is possible to make very precise and realistic predictions to the field. There were pairs of ads for five different brands in five different product categories. Again, there was support for the findings in that initial study, as well as some indication of the comparative response to product advertising as opposed to political advertising. In some studies we have departed from the "Shopping of the Future" cover. Respondents were told that they should watch the programs as they normally would, and coffee and doughnuts were provided in the room to get them moving about as they normally would when they watch television. The team went on to retrospectively test four TV ads in Canada that won CASSIES awards, and found that it was emotion rather than current pre-testing measures that singled out the award-winning ads. or even turn into a disastrous public relations nightmare. Political Campaign Monitoring Studies. THE LABORATORY EXPERIMENTAL TECHNIQUE When pretesting is considered as part of a decision and research system of the sort partially depicted in Figure 1, there are certain requirements for it that otherwise would be ignored. The fourth ad was good to go. (1973) as well as in an article by Rothschild and Ray in the July 1974 issue of Communication Research. Field Study II: Split Cable Experiment with Anti-Drug Abuse Messages. Because of this goal, it is necessary to make the exposure conditions and measurement as natural as possible, considering the usual "laboratory" type of setting for the test. Copy testing or laboratory experimentation is emphasized because it provides a quick and low cost method to separate out those alternatives that should be considered further. The advertising pretest, when it is used correctly, is part of a managerial process. And feedback is almost non-existent. (Stanford GSB Research Paper No. Not only is such a copy test typically one shot in terms of exposure, but there is also a tendency for copy testing researchers to seek the single ideal measurement. They are then told that they will see a demonstration of such an approach which consists of a stream of messages presented on a futuristic television screen display. The data from such a pretesting technique should be usable in the development of media model applications. This was similar to what would be predicted by Herbert Krugman's low involvement learning hypothesis. For the more low involvement state assembly race, there were effects on the cognitive and extremely strong effects on the attitudinal measure. Our data have been used in media model runs with positive results. The two messages were run on alternate cables with a 400 GRP weight over a 4-week period in May and early June 1973. Max Planck Institute for Human Cognitive and Brain Sciences. One preliminary finding was that on many of the measures, the gross amount of clutter was not as important as the position of each advertisement within the clutter stream and the scheduling of the nonprogram material during the program itself. The fourth stage of the research system is an attempt to eliminate some of these problems, which come from lack of attention to field situation variables in making the predictions to the field.
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