Research Tips

Advertising Pre-Tests

It’s not uncommon for companies to spend thousands of dollars developing advertisements and buying space for them, only to find that they do not generate the desired results. This can usually be avoided if the advertising campaign is pre-tested. Pre-testing involves showing the ads (or mock-up versions of them) to members of the target audience and then interviewing them. Analysis of the responses can reveal whether members of the target audience like the ads, but even more importantly, it can reveal whether they notice them, remember them, and absorb the intended messages.