The advertising firm of Yasuki & Cohn was asked to test the effectiveness of a s

Question

The advertising firm of Yasuki & Cohn was asked to test the effectiveness of a series of six (6) full-page color advertisements that the client wanted to run in Cosmopolitan magazine leading up to the holiday season. The advertisements, for a new line of perfume called Erotica, showed a well-know pop singer, Maria Andalucia, luxuriating in a hammock on a pristine beach.

As the associate account coordinator, you are in charge of developing the test procedure. How would you test whether or not the advertisements are likely to be effective in promoting the fragrance?

Explanation / Answer

The company can test the effectiveness of the advertisement in promoting the fragrance using pre-testing advertising. It will save the huge amount of money the company would spend on sending the advertisement on-air. The advertising firm can check the effectiveness of the advertisement using the following tests-

Pre-production –In pre-production test the potential and effectiveness of the concept of advertisement needs to be tested. In pre-testing, the following tests are conducted- idea testing, approach testing, and campaign testing.

Post-testing- This test is conducted after completion of the advertisement. Here the tests are done on actual audience. It measures the effectiveness of advertisements related to consciousness, influence and noticing ability.

In post-testing, the following tests are conducted- recognition testing, recall testing, persuasion testing, and purchase behavior testing.

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