Theatre tests
As a way of testing finished broadcast advertisements, target consumers are invited to a theatre (laboratory or hall) to preview television programmes. Before the programme commences, details regarding the respondents’ demographic and attitudinal details are recorded and they are asked to nominate their product preferences from a list. At the end of the viewing their evaluation of their programme is sought and they are also requested to complete their product preferences a second time.
There are a number of variations on this theme: one is to telephone the respondents few days after the viewing to measure recall. The main outcome of this process is ameasure of a degree to which product preferences change as a result of exposure to the controlled viewing. This change is referred to as the persuasion shift. This approach provides for a quantitative dimension to be added to the testing process, as the scores recorded by respondents can be used to measure the effectiveness of advertisements and provide benchmarks for future testing.
It is argued that this form of testing is too artificial and that the measure of persuasion shift is too simple and unrealistic. Furthermore, some believe that many respondents know what s happening and make changes because it is expected of them in the role of respondent.
Theatre tests
As a way of testing finished broadcast advertisements, target consumers are invited to a theatre (laboratory or hall) to preview television programmes. Before the programme commences, details regarding the respondents’ demographic and attitudinal details are recorded and they are asked to nominate their product preferences from a list. At the end of the viewing their evaluation of their programme is sought and they are also requested to complete their product preferences a second time.
There are a number of variations on this theme: one is to telephone the respondents few days after the viewing to measure recall. The main outcome of this process is ameasure of a degree to which product preferences change as a result of exposure to the controlled viewing. This change is referred to as the persuasion shift. This approach provides for a quantitative dimension to be added to the testing process, as the scores recorded by respondents can be used to measure the effectiveness of advertisements and provide benchmarks for future testing.
It is argued that this form of testing is too artificial and that the measure of persuasion shift is too simple and unrealistic. Furthermore, some believe that many respondents know what s happening and make changes because it is expected of them in the role of respondent.
Theatre tests
As a way of testing finished broadcast advertisements, target consumers are invited to a theatre (laboratory or hall) to preview television programmes. Before the programme commences, details regarding the respondents’ demographic and attitudinal details are recorded and they are asked to nominate their product preferences from a list. At the end of the viewing their evaluation of their programme is sought and they are also requested to complete their product preferences a second time.
There are a number of variations on this theme: one is to telephone the respondents few days after the viewing to measure recall. The main outcome of this process is ameasure of a degree to which product preferences change as a result of exposure to the controlled viewing. This change is referred to as the persuasion shift. This approach provides for a quantitative dimension to be added to the testing process, as the scores recorded by respondents can be used to measure the effectiveness of advertisements and provide benchmarks for future testing.
It is argued that this form of testing is too artificial and that the measure of persuasion shift is too simple and unrealistic. Furthermore, some believe that many respondents know what s happening and make changes because it is expected of them in the role of respondent.
Theatre tests
As a way of testing finished broadcast advertisements, target consumers are invited to a theatre (laboratory or hall) to preview television programmes. Before the programme commences, details regarding the respondents’ demographic and attitudinal details are recorded and they are asked to nominate their product preferences from a list. At the end of the viewing their evaluation of their programme is sought and they are also requested to complete their product preferences a second time.
There are a number of variations on this theme: one is to telephone the respondents few days after the viewing to measure recall. The main outcome of this process is ameasure of a degree to which product preferences change as a result of exposure to the controlled viewing. This change is referred to as the persuasion shift. This approach provides for a quantitative dimension to be added to the testing process, as the scores recorded by respondents can be used to measure the effectiveness of advertisements and provide benchmarks for future testing.
It is argued that this form of testing is too artificial and that the measure of persuasion shift is too simple and unrealistic. Furthermore, some believe that many respondents know what s happening and make changes because it is expected of them in the role of respondent.
Theatre tests
As a way of testing finished broadcast advertisements, target consumers are invited to a theatre (laboratory or hall) to preview television programmes. Before the programme commences, details regarding the respondents’ demographic and attitudinal details are recorded and they are asked to nominate their product preferences from a list. At the end of the viewing their evaluation of their programme is sought and they are also requested to complete their product preferences a second time.
There are a number of variations on this theme: one is to telephone the respondents few days after the viewing to measure recall. The main outcome of this process is ameasure of a degree to which product preferences change as a result of exposure to the controlled viewing. This change is referred to as the persuasion shift. This approach provides for a quantitative dimension to be added to the testing process, as the scores recorded by respondents can be used to measure the effectiveness of advertisements and provide benchmarks for future testing.
It is argued that this form of testing is too artificial and that the measure of persuasion shift is too simple and unrealistic. Furthermore, some believe that many respondents know what s happening and make changes because it is expected of them in the role of respondent.
Theatre tests
As a way of testing finished broadcast advertisements, target consumers are invited to a theatre (laboratory or hall) to preview television programmes. Before the programme commences, details regarding the respondents’ demographic and attitudinal details are recorded and they are asked to nominate their product preferences from a list. At the end of the viewing their evaluation of their programme is sought and they are also requested to complete their product preferences a second time.
There are a number of variations on this theme: one is to telephone the respondents few days after the viewing to measure recall. The main outcome of this process is ameasure of a degree to which product preferences change as a result of exposure to the controlled viewing. This change is referred to as the persuasion shift. This approach provides for a quantitative dimension to be added to the testing process, as the scores recorded by respondents can be used to measure the effectiveness of advertisements and provide benchmarks for future testing.
It is argued that this form of testing is too artificial and that the measure of persuasion shift is too simple and unrealistic. Furthermore, some believe that many respondents know what s happening and make changes because it is expected of them in the role of respondent.
