DUMMY ADVERTISING VEHICLE
Dummy vehicle advertising is pretesting method of measuring advertisement effectiveness. Pretesting:
Pre-tests include both concept ads and finished ads that have not yet been deployed or been evaluated and measured. In the concept test, the ad has not yet been created or is in an intermediary state of completion. It might be in storyboard form, live-action rough form, or exist as an animatic. The consumer might be able to offer some suggestions and reactions about the message and execution, but often is constrained by his or her inability to visualize the ad in the final version. The consumer might like some elements of the preliminary ad, and then apply a halo effect to the rest of the unfinished ad in which positive elements are generalized to the entire ad and the negative aspects are overlooked. Concept of dummy vehicle advertising:
In dummy advertising vehicle ads are placed in”dummy”magazines developed b agency or research firm. Dummy advertisement is way of testing so that the reader’s natural environment is used is to produce a dummy or pretend magazine that can be consumed at home, work or wherever readers normally read magazines. Dummy magazines contain regular editorial matter with test advertisements inserted next to control advertisements. These pretend magazines are distributed to a random sample of households, who are asked to consume the magazine in their normal way. Readers are encouraged to observe the editorial and at a later date they are asked questions about both the editorial and the advertisements. Why dummy advertising test is used?
Magazine ads are pre-tested to a lesser extent than television commercials. It is desirable that the proportion of magazine ads that are pre-tested should increase. The methods used for pre-testing TV commercials are not necessarily appropriate for magazine advertisements. Face to face interviews are generally the most fruitful means of contact with respondents, since the essence of pre-testing is to show consumers the test material. These can follow qualitative or quantitative approaches, or both. Otherwise the main factors to be agreed in choosing a pre-testing method for magazines are: - The type of stimuli to use
- How the stimuli are exposed
- The criteria of effectiveness which are adopted.
How dummy advertising field test is done?
Face to face interviews are generally the most fruitful means of contact with respondents, since the essence of pre-testing is to show consumers the test material. These can follow qualitative or quantitative approaches, or both. Otherwise the main variations concern the way magazine ads are prepared as stimuli, how informants are exposed to them, and the measures used to assess their effect.
Preparing the stimuli
In what ways can the test advertisements be prepared for exposing to the sample of respondents? These are the main classes of option:
1. Real issues of magazines can be used, containing the test ads printed in the normal way as part of the full print run. This is the ideal stimulus but obviously can only be used for existing ads, not new ones that have not yet run ‘live’.
2. ‘Tipping in’ specially printed ads, pasting them into real issues of magazines. Informants are not likely to notice that this is an extra page inserted into the copy. This is the best quality stimulus for new executions that have not yet run in a live campaign.
3. Mocked-up folders representing a magazine, containing editorial pages as well as the test ads. Each page can be held within a transparent plastic pocket. While this no longer looks like a real magazine, it offers a means of exposing the test ads in the context of editorial and other ads, thus disguising to some extent the interest in the test ads. This is much less expensive than the ‘tipping in’ option. It also means that roughs of the test ads can be used if a finished printed version is not available.
4. A dummy magazine...
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