ADVERTISING TESTING

Advertising testing can be achieved by both qualitative and quantitative studies. During a qualitative study, proposed advertisements are shown to a group of respondents during a focus group. The pros and cons of the advertisements are discussed in detail with the help of a trained moderator. Sometimes respondents are recruited to view advertisements on a one-to one basis as well. This is preferable if the subject matter is somewhat sensitive or very technical. For a quantitative study, respondents are often intercepted in a mall and interviewed with the aid of concept cards. Sometimes this type of study is also done as a random door-to-door study.

REFERENCES

• Ellen Herskovitz, A&G Research, New York, NY
• Sue Kesseman, Research Perspectives, White Plains, NY