Importance of Pretest advertisement

Pretests are measures taken before the campaign is implemented. Pretest advertisements can evaluate what and how ads effects social communicate before it is publicly showed. Marketers test advertisement on several elements, like source factors, message variables, media strategies and Budgeting decisions. In addition, pretesting can help companies improve their ads and save their money before it is too late. According to the Advertising And Promotion by Belch, it mentions a note by Cramphorn, the best reason to pretest is to identify winners, to enhance good ads, and to eliminate bad ones (Belch, 2012, p609). We can realize pretest is important process to help companies to know the probable effect the ad will have before committing to use. In addition, pretesting finished ads is one of the more commonly employed studies among marketing researchers and their agencies. In this stage, a number of methods for pretesting ads are available. For print ads, there are portfolio tests, readability tests, and dummy advertising vehicles; for broadcast ads, there are theater tests, on-air tests, and physiological measures. Theater test is one of the most popular laboratory methods for pretesting finished commercials in the past. But theater tests cite a number of disadvantages. For example, the contrived measure of brand preference change seems too phony to believe. Critics contend that participants will see though it and make changes just because they think they are supposed to. There is too much artificial thoughts in theater tests. The commercials are in finished form, although the testing of ads earlier in the developmental process is becoming more common, that situation referred to as an on-air test. On-air pretesting of finished or rough commercials offers some district advantages over lab methods and some indications of the ad’s likely success.  Nowadays, the physiological measures become most effective method of pretests.  Marketers use it to test both print and broadcast ads include pupil dilation, galvanic skin response, eye tracking, and brain waves (Belch, 2012, p618). Especially the eye tracking, which is common use in variety of promotions.  By using this method, viewers are asked to view an ad while a sensor aims a beam of infrared light at the eye. Eye tracking can identify strengths and weaknesses in an ad. Attractive models or background action may distract the viewer’s attention away from the brand or product being advertised (Belch, 2012, p618). However, a good eye-tracking ad also can attract consumer toward the brand or product.  There are several examples in the article 10 of the World’s Biggest Advertisements (Guerrilla Marketing, 2011). It present 10 eye tracking ad of the world, they all use the extra large size billboard to promote their brands. 

(Source: http://googlesightseeing.com/2007/11/worlds-largest-kfc-logo/)

Reference:

Belch, G., & Belch, M. (2012). Advertising and promotion: An integrated marketing communications perspective. (9th ed.). McGraw Hill Education.

Kristian Jeffery, (2011). 10 of the World’s Biggest Advertisements, from Creative Guerrilla Marketing website. Retrieved from http://www.creativeguerrillamarketing.com/guerrilla-marketing/10-worlds-biggest-advertisements/