Introduction advertising unit Structure

 
Attitude and Opinion Test :
These tests are conducted to measure the attitudes and 
opinions of the customers towards a firm‟s advertising, its products 
and policies. For such tests measuring scales have been 
developed to study the consumer attitudes and opinion. 
 
Keying on an Advertisement
After preparation of an advertisement is over, it is to be 
inserted in newspaper and/or magazines. Thereafter, the advertiser 
has to check the effectiveness of the advertisement. For this 
purpose, he has to adopt certain methods to ascertain what enquiry 
is received from which advertisement. This process of identifying 
the enquiries pertaining to a specific advertisement is known as 
keying an advertisement. Advertisement can be keyed by inserting 
coupons in the advertisement is known as keying an advertisement. 
Advertisement can be keyed by inserting coupons in the 
advertisement itself. This coupon is given a key number or some 
identification mark which helps their sorting. The readers are 
requested to fill in their names and addresses in the coupons and 
mail them to the advertiser for getting a catalogue of further 

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information. The number of coupons received back gives an idea 
about the effectiveness of the advertisement. 
15.6 SUMMERY
Advertising research is the systematic, scientific and 
continuous process of studying consumers within the context of 
market situations, product attributes and competitors' strategies. 
Advertising Research
 
is essential as it identifies target 
Audience, enables to determine the proper media mix, helps to 
discover USP, prevents the advertiser from making costly mistakes, 
enables to determine the proper amount that can be effectively 
spent on advertising, develops effective layout, copy and 
illustrations, and develops not only creative ads but also 
competitive ads.
Advertisement testing deals with the measurement of 
advertisement effectiveness. An advertisement can be tested at 
two stages namely: (a) prior to the commencement, and (b) after 
the commencement of the advertising campaign. The former stage 
is called „pre-testing‟ and the latter „post-testing‟.
15.7 QUESTIONS
1. Define Advertising research. 
2. What is the need and importance of Advertising Research? 
3. What is testing of an Advertisement 
4. Explain the need of Evaluating Advertising Effectiveness. 
5. What is meant by Pre-testing? What are its methods? 
6. What do you mean by post-testing? Explain its methods. 
7. Write short note on the following : 
a) Pre-Testing Methods 
b) Consumer Jury Method 
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