How to Pre-test Ads

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Adapted from AdPrin.com

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How can you pre-test ads to determine which will be more effective?

Write 3 ways to test ads before they are run. When you complete this, go to the next slide.

Adapted from AdPrin.com

Pre-testing ads

Three ways to pre-test ads

• Combined expert judgments: Ask experts to make independent judgments, then average the judgments using equal weights.

• Research: Do a copy testing experiment by testing behavioral responses to alternative ads for the same product and brand.

• Adherence to principles: Independent experts code alternative ads using the AdPrin Audit. It will tell how well an ad applies the principles.

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Adherence to Principles

Principles can be used not only for creating, but also for evaluating how to improve an ad.

Checklists can enhance decision making.A 2008 study evaluated the effects of the implementation of a 19-item checklist for hospital procedures. The checklist led to a reduction in deaths from 1.5 percent to 0.8 percent, and in complications from 11 percent to 7 percent (Haynes et al. 2009 in Persuasive Advertising p 290)

Why 195 principles? Why not top ten? Advertising is complex-- like medicine. Would you like all diseases to be treated by the top ten medicines?

Adapted from AdPrin.com

Based on this exercise, write a small application step for yourself, and set a deadline, preferably within one week. If you are working with someone else, share your application plan and the results of your application.

• For example, make a checklist for yourself to follow for before the next complex task that you will be working on.

Adapted from AdPrin.com