Pre-testing advertisements for effectiveness of communication

The purpose of this study was to examine a technique of Pre- Testing Advertisements for Effectiveness, and to seek to provide a Psychological basis for such Pre-Testing. The results of this study suggest a possible system for Pre-Testing the effectiveness of advertisements. The approach taken in this study was to test the effectiveness of communication of advertisements. Three advertisements were tested on a sample of a target audience, that Bample consisting of 78 people taken from three market segments; census classifications A, B, and Cl, whose ages ranged from 25 to 60. Respondents were given three tests : 1) Catalogue selection; 2) Focus of attention using an eye movement recorder test and; 3) completion of a questionnaire. Results showed significant differences between the effectiveness of the three experimental advertisements. Advertisements 1 and 2 failed to communicate the intended messages and were thus classified as ineffective. The 3rd advertisement was communicated effectively.Hence the system used, was shown to distinguish between advertisements. It is the aim of this study to establish whether the consumer decoded advertising communication in the manner intended by the sender, and to provide a scientifically based advertising/communication Pre-Test system which could prove useful for Advertising, Research, and for Psychology