Evaluations of advertising campaign

A representative cross section of the target audience is selected as jury member to judge the advertisements being tested. These persons are most likely to be exposed to the final ads of Car Mat. The response of such a jury is totally different from those of advertising personnel who, on one hand, over estimate their knowledge of prospective buyers, while on the other hand, are too concerned with technical aspects like copy, visuals, layout, filming etc. Respondents in a consumer jury test are asked to evaluate one or more ads by some special criteria as attention getting power, believability of claims etc. They are asked to rank the ads in the order of merit. To create real and life-like situations, print ads are inserted in magazine or televisions ads are shown with some recorded programmer. Such test usually helps separate very weak ads from very strong ads of car mat. Also these tests do not involve much time or money. However, such studies have some disadvantages too. The rating of the respondents may be based on unimportant details. Consumer jury tests provide only the conscious evaluation and not subconscious evaluation, which plays an important role in buying behavior. Also as the respondents often play the role of experts they provide subjective evolutions, and not objective evaluations based on their own reactions. And such test is mostly confined to the notice ability of the ads while ignoring other aspect. Also such studies do not provide much control as everything is in the hands of the respondents. Such tests are used for TV ads. Before TV ads are shots, storyboards are created. These storyboards are transferred on to filmstrips and the audio part is recorded. The selected audience is shown the synchronized versions of the filmstrips and audio tape in the slide and sound format. These way television ads can be evaluated even before they are prepared. Storyboard testing is a cost saving evaluation method, but it is far distanced from the actual experience of watching TV ads. So it is not the most effective methods of evaluation. Also it excludes features like brightness, loudness and most importantly movement that add life to TV ads. When we come across an advertisement, we react and respond in many ways like rising of eyebrows, dilation of pupil, other eye movements, facial expressions and body movements. Special laboratory conditions are created to measure such bodily responses. These conditions provide the researcher a highly controlled environment to conduct the test. Such tests can measure attention, comprehension and retention of the ads message. A wide variety of instruments and devices are used for this purpose. These include tachistoscope, psycho galvanometer, eye camera, pupil dilation. These tests are very helpful to improve the visibility of the car mats advertising campaign.v