I BCOM

SEC – 3: ADVERTISING (Semester-II)

___________________________________________________________________________

Unit – 5: FUNDAMENTALS OF CREATIVITY IN ADVERTISING

Essentials of Copy Writing, Copy-Elements-Types-Layouts – Principles Execution Styles – Pre-

Testing and Post-Testing of Advertisments – Methods and Objectives
____________________________________________________________________________
CREATIVITY IN ADVERTISING INTRODUCTION
Creativity in advertising is an art. It is concerned with the perception, attitude, values,
personality, and motivation including buying motives. It also include visualisation techniques,
types of advertising copy and its elements such as headline, slogan etc. All these elements must be
creative in attracting the attention of consumers.

COPY
MEANING :
A „Copy‟ means a written matter in any advertisement. It may consist only one word
or many words. A copy consist of headlines, subheads, captions etc. The copy supports the
illustration and contains description of the products merits, demerits, uses, services etc.
A copy is the heart of an advertisement. It shoulders the responsibility for influencing the buyers.

CHARACTERISTICS OF COPY
(a) Brevity : A copy should be brief because readers have no time to go through the
lengthy text and they must be able to, read within a short time. So a copy should use
simple language and small and easy words. The message should be concise and
precise.

(b) Clarity : A copy should be self-explanatory. The message to be delivered must be

clear at first reading.

(c) Aptness : The message should be pointed towards the prospects. It must have a
tone agreeable to the respects. The viewers‟ attention should be led to the product and
the message should be coached in such a way that it would create interest inn the
readers to read the message.

(d) Interesting : A copy should be interesting-provoking. It must stimulate the

readers‟ curiosity to read the message. The reader should himself decide to read „0 the
message in detail.

(e) Sincerity : Sincerity can be achieved by using acts and quoting figures. Vague
generalisations or stray opinions must be avoided. Sincerity can be achieved if the
copy contains one or two illustrations so that the message will have an instantaneous
appeal.

SEC-III: Unit 5: Creativity in Advertising, IBCOM, Loyola College, Vettavalam 2024-25

Prof. M. Nayagam., M.A., M.Phil. SET.,
Page 1 of 14
 (f) Personal : The message should be directly addressed to the readers so that every
reader forms the opinion that it is directed to him only. This kind of direct personal
attitude catches and retains the reader‟s or listener‟s attention.

(g) Convincing : A copy provides information with a view to create in the mind of a
reader first a desire and then a conviction to possess the product. This means that the
copy should be persuasive enough to lead the readers towards buying the product.

TYPES OF COPY :
1. Scientific Copy : A Scientific copy is prepared for technical products describing
about the features, advantages, uses, contents and all the technical details about it. It is
prepared for machineries, computers etc. Scientific copy is directed, towards well
versed customers who know about the product. For instance, a medicine may be
advertised to appeal to doctors. Thus, it explains the ordinary people in general and
professional men in particular about the technicalities of the product.

2. Descriptive Copy : It is a non-technical copy presented in such a manner that any

layman can easily understand. It does not require a professional expert to an the copy.
It is just an ordinary, announcement of a new items.

3. Narrative Copy : It is in the form of a fictitious story which narrates the uses
advantages, after effect etc., of the product. The story narrated is humurous to make it
interesting.

4. Topical Copy : This copy establish a connection between the product and a
particular happening e.g., A watch company may advertise that those who were
successful in climbing Mount Everest had with them the watches of the company thus
proving their excellent quality.

5. Personality Copy : This copy takes advantages of the opinion of an important

personality. The statements are made by leading personalities like sportsman, film
actors, politicians etc. Their statements act as certificates about the superior quality to
increase the sales.

6. Colloquial Copy : In this type, informal language may be used to convey the
message. The terms which are used in daily conversation are in the copy.

7. Reasoning Copy : It is one which reasons to the customer as to why he should buy
a product. This copy explains to the customer in detail all the particular product must
be purchased.

8. Questioning Copy : In this type, the text asks one or more questions to readers not
for any answer but only for the sake of response to it. For e.g. Do you want quient
holiday in Summer? (Then stay at Hotel ABC at the XYZ hill station).

9. Prestige Copy : In this type, the position and prestige of the customer is
emphasised. It creates a favourable atmosphere by changing the position of the
SEC-III: Unit 5: Creativity in Advertising, IBCOM, Loyola College, Vettavalam 2024-25
Prof. M. Nayagam., M.A., M.Phil. SET.,
Page 2 of 14
 customer for the sale of product. Normally luxury items are advertised by such copies.

ELEMENTS OF COPY : A copy normally includes the following elements or parts :

1. Main Headline : Headlines is the starting or the top line of an advertisement,
usually printed in bold and of larger type size. The prime function of the headline is to
gain immediate attention.

2. Sub-Headlines : At times, some ads have more than one headline. Of these, one is
usually the main headline, and the others are sub-headlines. There may be overlines -
that precede the main headline and there can underlines - that follow the main
headline. The subheadlines are used to support or to complete the meaning of the main
headline.

3. Body Copy : It refers to the text of the advertising message. Favourable

information about the product and its features is provided in the copy text. It is
through effective copy writing the audience can be converted into prospects and the
prospects into customers.

4. Captions : Captions do form part of copy text. Captions are small sentences that
seem to come out the mouth of the people shown in the ads. Comic strip type of copy
make use of captions. For example, you must have come across such captions in the
print ads of Tortoise Mosquito Coil.

5. Sloeans : Most ads do make use of slogan. It is a small catchy phrase used to sum
up the advertising message. Ideally the slogan should be short, preferably 3 to 6
words. Many a times the slogan says it all. For instance, „The best tobacco money can
buy‟ Rothmans.

6. Logo : Logos or signature cuts are special designs of the advertiser or its products
which are used to facilitate identification. There is no rule as to where a logo should
be placed. However, in most of the cases, the logo is placed at bottom right.

SEC-III: Unit 5: Creativity in Advertising, IBCOM, Loyola College, Vettavalam 2024-25

Prof. M. Nayagam., M.A., M.Phil. SET.,
Page 3 of 14
LAYOUT
Meaning :
A layout is a sketched plan of a proposed advertisement. It includes the headline,
rough illustration and copy which serves as plan for the advertisement. Layout is a
working sketched plan showing the size, positions and colour weight values of the
different elements that make up the complete advertisement. Layout, thus refers to the
total exposure of an advertisement.
Layout is important in an advertising plan. It enables the advertiser to visualize
how the complete advertisement will look when published. It also gives the printer the
location of each unit in the advertisement. Layout is usually prepared to seek approval
of the client and to see approval of the client and to see the overall impact.

FEATURES OF A GOOD LAYOUT :

Following are the main features of good layout:
1. Balance : Balance in layout means achieving a proper distribution of weight
through the arrangement of the elements. Balance should be maintained in size, colour
shape and density of elements. There are two kinds of balance; formal and informal.

Formal balancing means placing of identical or similar items on both the sides of
optical centre. Informal balancing means spreading of elements at different places in
the advertisement or have large illustration which cover a major portion from the
optical centre.

2. Movement : There should be mobility in the advertisement. It provides a visual

type of flow and sequence. It is more used in case of items which are mobile in nature
e.g. An advertisement of an automobile should have illustration which shows mobility
in it. Movement guides the render‟s eye from one element to another and makes sure
that he does not miss anything. Movement should start from the left hand top corner of
the advertisement to the right hand bottom corner.

3. Gaze Motion : It is the direction of movements of the reader‟s eye. The element of
advertisement should be placed in such a manner that there is an easy flow in the
movement of eyes of the reader. An illustration showing a person walking in a
particular direction on will cause the render to look in that direction.

4. Structural Motion : A good layout should. Utilize lines, arrows, signs which will
indicate or point out to the important elements of the advertisement.

5. Proportion : It involves appropriate division of the space between the various

elements like the headline, illustration, subheads, copy etc. In a headline oriented
advertisement, headline should be given major space and in an illustration oriented
advertisement, illustration will dominate the space.

6. Whide Space : Whide space is the area not occupied by copy. Effective use of
whide space helps to establish a sense of proportion. Whide space helps in reducing a
crowdy appearance and brings prestige and luxury in an advertisement.

SEC-III: Unit 5: Creativity in Advertising, IBCOM, Loyola College, Vettavalam 2024-25

Prof. M. Nayagam., M.A., M.Phil. SET.,
Page 4 of 14
 7. Unity : There should be unity between the elements i.e. there should be proper
correlation between the headline and copy or illustration and copy. Unity is also
achieved when the elements appears as component part or a single unit.

8. Clarity : It implies that the various elements should be arranged in such a manner
that the message is understood clearly. The layout should not be too complicated and
tricky but must be easy to read and understand. The type, size, design should be
selected for easy reading.

9. Simplicity : It implies that too many elements in an advertisement should be

avoided. Those elements. Which can be dropped without destroying the message
should be dropped. The simplier the Layout, the clearer the message.

10. Emphasis : It implies that the important elements should be given much
emphasis. Emphasis must be brought about by placing the most important feature at or
near the optical centre. There should be emphasis on the various selling points and the
purpose of advertising depending upon the requirements. Layout should emphasis on
education, information and persuasion.

TYPES OF LAYOUT :

1. Standard Layout : It consists of a dominant illustration, headline, body copy and

signature, generally in that order. It is highly popular in the field of advertising.

2. Editorial Layout : The advertisement resembles editorial matter or press reports in

a publication. Main emphasis is on body copy. Words dominate the advertisement and
illustration may be missing or given less importance.

3. Poster Layout : Total stress is on the visual. Copy is very short and illustration
provides details e.g., advertisements of soft drinks and chocolates.

4. Cartoon Layout : Cartoon type illustrations and matching copy is used to attract
attention e.g., advertisement of Amul butter and Tortoise coil.

5. Comic-Strip Layout : The layout follows the pattern of the comic strip by telling a
story with the use of sequence of drawings.

6. Picture Caption Layout : Pictures and captions are used to explain different
aspects of the product or services e.g., advertisement of automobile or mixer grander.
It is suitable to advertise costly consumer durable products.

7. Picture-Cluster Layout : The layout performs the same function as in the case of
picture-caption layout. Captions are not used. Cluster of several vertical and horizontal
rectangles are used.

SEC-III: Unit 5: Creativity in Advertising, IBCOM, Loyola College, Vettavalam 2024-25

Prof. M. Nayagam., M.A., M.Phil. SET.,
Page 5 of 14
 PROCESS OF LAYOUT :
The final layout is the outcome of several stages. The various stages are as follows:

1. Thought Sketch or Thumbnail Sketch : The first stage is the thought sketch or
thumbnail sketch. Many-a-times, artist begins with small, rough sketches of possible
layouts. These sketches provide a quick and convenient way to get different design
ideas. At first the headline and illustration are roughly prepared. The location of logo
and body copy is indicated. The artist may prepare several thumbnail sketches before
arriving at one that holds promise for further development.

2. Roughs Layout : The second stage is the rough layout, which is a refinement of
the thought sketch. Some artists prefer the start with a rough layout, bypassing the
thumbnail sketch stage. One or more rough layouts may be prepared. In this case
headlines, slogan and illustrations are roughly drawn.

3. Finished Layout : When a final rough layout is selected, then it is transformed into
a finished layout. This layout is much more detailed and carefully drawn than the
rough layout. The illustration is more or less finalised. Headlines are carefully
executed, and body copy is neatly ruled in the lines and blocks of copy of varying
lengths to indicate intention and paragraphs. This layout is normally shown to the
client for approval.

4. Comprehensive Layout : Sometimes, the artist may prepare a comprehensive

layout. It is more complete in respect of art work, headline and slogan. Some times
such layout look more beautiful than the final ad. If it is photograph, the artist will
paste the photograph on the layout. Comprehensive layouts may be prepared to give
the client a clear idea about the final ad.

5. Working or Mechanical Layout : Really speaking these are not actually layouts.
These are blueprints for production. The working layouts indicate the exact placement
of all the elements in the ad specifies typeface and size and includes relevant
instruction for the typographer and engraver. The final ad is prepared from the
working layout.

TESTING OF AN ADVERTISEMENT

Ad testing deals with the measurement advertisement effectiveness.

What constitutes effectiveness?
Which variables (s) should be tested, or,
measured to know the degree of advertising effectiveness?

Meaning :

In practice, the following four categories of variables, are, generally, tested viz.
(1) message variables, (2) media variables, (3) scheduling variables and (4) budgeting
variables.

SEC-III: Unit 5: Creativity in Advertising, IBCOM, Loyola College, Vettavalam 2024-25

Prof. M. Nayagam., M.A., M.Phil. SET.,
Page 6 of 14
 1. Message Variables : In the case of an advertising message in an advertising
message in a typical print advertisement the variable to be tested would be the
headline, the illustration, the body test, the layout, and the typography, individually as
well as severally. In the case of television commercials, the variables to be tested
would be appeals, themes, propositions, rhetorical style, audio-visual devices, format
illustration technique, staging casting music, sound effects, etc.

2. Media Variables : The media testing opportunities are considered at the

following four levels, viz.,
(i) The advertiser must decide the type of media, such as, newspapers,
magazines, television, radio or direct-mail, etc., he intends to use.

(ii) The advertiser then, must decide the sub-class of media, he is to use. For
example, what king of newspapers : Daily Sunday, Evening or Morning
Newspapers. Likewise, what kind of television and / or radio : sport, Network, or,
Regional channels, in the same way, what kind of magazines : General, Women,
Sports, Healthcare, etc.

(iii) The advertiser, then must selected specific media vehicles, what newspapers
in Mumbai, which television channels in Delhi, and what media mix is to be used?

(iv) Finally, he must determine space units i.e. full page, or, half pages, or, quarter
pages broadcast time units, such as 60 seconds, 20 seconds, and the position of the ad
in print media as well as in television.

3. Scheduling Variables : Consumer behaviour is generally influenced by the time

factor, such as season of the year, occasions like Diwali, Christmas, Id day of month
or week, etc. timing of television commercials frequency continuity are also important
factors.

4. Budgeting Variables : Budget affects, and is affected by all other advertising

variable. How much money should be spent on advertising? How should be the total
amount of money be allocated to markets, to media to sales territories and to specific
items in the product line? The advertiser must measure the relationship between
budgeting variables and profit yields.

PRE-TESTING METHODS :
An advertisement can be tested at two stages namely: (a) prior to the commencement,
and (b) after the commencement of the advertising campaign. The former stage is called „pre-
testing‟ and the latter „post-testing‟.
The following are the pre-testing methods :

1. Proposition Tests : Tests of creative strategies are called proposition tests.

Strategy refers to the alternative course which can be tried to know most suitable
course of action. For example, the advertising campaign of a watch manufacturing
SEC-III: Unit 5: Creativity in Advertising, IBCOM, Loyola College, Vettavalam 2024-25
Prof. M. Nayagam., M.A., M.Phil. SET.,
Page 7 of 14
 company might follow such strategies as:
(i) It is stylish watch for fashion conscious man.
(ii) It is a dependable watch.
(iii) It is an inexpensive watch and looks like a watch that costs twice the price.

Each proposition reflects a different advertising strategy for watches. Fashionable

appearance, expensive appearance and reliable. To choose which is the best
representative sample of prospective watch buyers would be shown all three on
individual cards as if they were different watches. The sample respondents would then
be asked to choose between the watches, and to give their choices. The most widely
acceptable proposition would be established as an advertising strategy.

2. Concept Testing: Under this method, testing is carried out in the same way as
Proposition Testing, except that roughly drawn advertisement concepts are used
instead of placing alternative strategies on the cards. As the public is not used to look
at rough advertisement concept, the respondents must be explained in advance that
what they are about to be shown are rough layout of the artist. Headlines should be
shown clearly and such irrelevant details must be excluded as: Cufflinks on a shirt
because this may give a chance to worry the respondents about why they are there,
whether they are fashionable and so on. Concept tests are used to measure the interest
and credibility of different advertising approaches.

3. Sales Area Testing: The most reliable method of testing the effectiveness of any
advertising is initially to run it in one or two selected areas. This testing is used to
facilitate launching advertising campaign on a large scale, because effectiveness is
first tested in a smaller area.

4. Folio Tests: Folio tests are used for press advertisements that are finished or near
finished form. Test advertisement along with a couple of advertisements is placed into
a folder. The „Folio‟ composed in this way is then placed before the selected few
consumers who are expected to give their reactions. The rest advertisement is singled
out later in the interview and the consumer is asked to discuss its appeal and
motivational power in creating interest, arousing desire and attracting attention. This
method of pre-testing spots out the most responsive advertisement.

5. Project Tests: Television commercials are sometimes tested in consumers‟ home

by means of portable movie projectors. Often the commercial is inserted in a short
sequence from an entertainment film. After showing the film to the consumers, the
interviewer asks their opinion about the commercial.

6. Trailer Tests : In trailer testing, a trailer or van is parked in a parking zone of a

shopping centre and people are invited to come in for interviews. Everyone who
enters the trailer is shown a television commercial on a rear screen projector and
questioned about it. This method is very economical for it costs less to bring people
into, the trailer for interview.

7. Consumer Jury Tests : Consumer jury tests are based on the rating given on
advertisement by a typical group of consumers. Rating implies comparison of one
SEC-III: Unit 5: Creativity in Advertising, IBCOM, Loyola College, Vettavalam 2024-25
Prof. M. Nayagam., M.A., M.Phil. SET.,
Page 8 of 14
 advertisement with several others. A consumer jury test is made in a variety of ways.
The usual procedure is to ask a relatively small group of consumers, who represent
potential buyers of the product to rate alternative pieces of copy. Different data
collection methods may be used in implementing a consumer jury test. For example,
personal interviews may be used or a group may be assembled and the members may
be asked to rate on the alternative copy.

8. Rating Scales : This method of copy testing requires the establishment of

standards for effective copy and numerical weights for each standard. The weights
or values indicate the relative worth of a standard in the overall success of copy.
Advertisements are then rated according to scale value and a numerical score is
obtained.

9. Portfolio Tests : These tests are named after the manner in which advertisements
to be tested are packaged. A group of advertisements usually a mixture of
advertisements to be tested is placed in portfolio. Sometimes, advertisements are
actually placed in dummy copies of newspapers and magazines. Respondents are
given the folio and asked to go through it, reading whatever interests them and taking
as much time as they want. After completing this task, the respondents are asked to
recall the advertisements what they can remember.

10. Simulated Tests : Simulated tests are tests in which consumers are exposed to
alternative pieces of copies through point of purchase displays of direct mail. These
tests are simple and less expensive to implement than actual sales tests. However,
they are artificial.

BENEFITS OF PRE-TESTING :
(i) To check clerical, grammatical, printing or technical errors.
(ii) To make communication more effective from readers points of view.
(iii) Minimise waste in advertising.
(iv) To make it m ore meaningful and effective.
(v) It is simple, less time consuming, and less costly.

METHODS OF POST-TESTING :
Tests that are applied after the commencement of the advertising campaign are
called post-tests. Post-testing enables to study the impact of advertising on the
effective sales promotion.The following are the methods of Post-testing :

1. Recognition Tests : Under this method the respondents are asked to point out the
contents of those advertisements which they might have seen. The objective of this
test is to know the degree of effective impact of advertisement.
SEC-III: Unit 5: Creativity in Advertising, IBCOM, Loyola College, Vettavalam 2024-25
Prof. M. Nayagam., M.A., M.Phil. SET.,
Page 9 of 14
 2. Recall Tests : Under recall tests the entire advertising campaign is considered as
against recognition tests. Where only specific advertisements are considered Recall
tests are applied to measure the attention, interest and memory value of advertisements
after they have been launched.

3. Inquiry and Coupon Response : Under inquiry testing, the advertiser sends a free
sample to the reader, on request. The reader is expected to mail the coupon to take
advantage of the offer. It is quite likely that such advertisements are given
simultaneously in different publications of the newspaper or magazine. The
advertisements are keyed in order to know which of the several advertisements
resulted into more response. It is assumed that the advertisement which brings largest
number of inquiries is superior to others.

4. Split-Run Test : It is a modification of inquiry test. An advertiser takes two

advertisements in magazine offering split-run facilities. The two advertisements differ
in one respect only e.g., one advertisement presents the cold drink in a transparent
bottle and the other advertisement presents the cold drink in a non- transparent bottle.
The advertisement is keyed. Now, in two different markets i.e., cold drink marketed in
transparent bottle is more, it is taken for granted that this advertisement has been more
successful compared to the second one.

5. Psychological Tests : A variety of psychological tests are used which include story
telling, word association, sentence completion, depth interviewing etc. This test
attempts to find out what the respondent has been in different advertisements and what
they mean to him. These tests can be conducted only by trained interviewers.

6. Focus Interviews : In this method some selected consumers are called and are
asked to deliberate discussion on the advertisements presented to them. The attention
of the members of the panel is focused on certain aspect of the advertisement. The
opinion expressed by the participants becomes the basis to study the effectiveness of
advertising.

7. Readership Test : This method attempts to study the impact of advertising in

increasing the product awareness by the consumers. Readership test facilitates the
relative importance and effectiveness of advertisement published in national press.
The readers are asked to tell where have they read the advertisement and how it has
increased their awareness about the product.

The various methods used to study the effectiveness of an advertisement provide

information about the impact of an advertisement on the product awareness and
bringing about a change in the attitude of the consumers.

Benefits of Post-Testing :
(i) To find out the extent to which the ad has been noticed, seen or read.
(ii) To find the extent to which the message is understood by the readers.
(iii) To measure the memory value of advertising.
SEC-III: Unit 5: Creativity in Advertising, IBCOM, Loyola College, Vettavalam 2024-25
Prof. M. Nayagam., M.A., M.Phil. SET.,
Page 10 of 14
 (iv) To find the impact of advertising on consumer buying behaviour.
(v) To see whether ad is accomplishing its objectives.
(vi) To evaluate the comparative effectiveness of different ads in terms of
appeals, layout illustration etc.
(vii) To improve future advertising efforts.

PRE-TESTING METHODS

Before the advertising campaign is undertaken, the advertiser checks or test

advertisement in respect to its effectiveness. The main object of evaluating the
advertisement before the campaign is “to get all the bugs out” from it.

The pre-testing methods of checking advertising effectiveness are as follows :

1. Check List Method :

It is simplest method of testing. In this method a questionnaire is prepared by the
researcher containing items that are commonly found in all types of ads. Then he has
to put a tick mark against the item appearing in the ad.
This method can be used to find out attention value, interest value, under-
standing and education value etc. It is easy to conduct, less time and money
is consumed. But it is difficult to judge consumer reactions by a mere check list.

The jury members of consumers are asked certain question like :

(i) Which of these ads would you notice first?
(ii) Which of these ads would you like most?
(iii) Which of these ads would make you to buy the brand?
(iv) Which of these ads can be easily read and understood?
(v) Which of these ads are more believable?

2. Consumer Jury Method :

A consumer jury is a small group of people who may be considered typical
buyers of the product or service advertised. The advertiser enquires with them and
their opinions on an advertisement are sought. On the basis of their opinions, he may
accept or reject the advertisement campaign.

(a) Order of Merit Rating : In this case various ads are shown to the jury of
consumers at a time and asked to place them in rank order. Each rank can be assigned
certain points, then chart will be prepared and maximum points to be assigned by all
members will be selected.

(b) Paired Comparison : In this type, a member of jury is shown two ads at a time
and is asked to select the better one. This procedure will continue until each ad from
the lot is paired with every other ad. The final conclusion may be drawn.

SEC-III: Unit 5: Creativity in Advertising, IBCOM, Loyola College, Vettavalam 2024-25

Prof. M. Nayagam., M.A., M.Phil. SET.,
Page 11 of 14
Merits of Consumer Jury Test :
(i) It can be conducted within a short period of time.
(ii) Less costly.
(iii) It does not require actual running of ads.
(iv) Size of jury members need not be large i.e. 10 to 50 members.
(v) Members can be motivated to give unbiased replies.
Demerits of Consumer Jury Test :
(i) It is unrealistic as the ads are not seen in real life condition.
(ii) There may be biased opinion.
(iii) Selection of jury members is a real problem.
(iv) Test based on opinion rather than study.
(v) There may be inconsistency in ranking by different members.

3. Sales Area Test :

In this method a campaign, is run with different appeals in separate comparable
markets (usually cities) for a particular period of time, the effectiveness of the ad
campaign is evaluated by comparing actual sales made to consumers in different
markets. That sales are which is giving highest sales is considered as more effective
and accordingly ad copy is selected.

4. Procedure :
The procedure is to select two groups of cities (market area), one group is called
(Control group of cities) and other is called (The test group of cities) each group
contains three cities. The existing ad campaign is continued in control group and new
ad campaign is run in test group.
The testing period is divided into three stages, ranging between 3 to 6 months.
First stage is called as Pre-test. During this period sales are checked in several
groups to determine the trends in sales in normal conditions.
Second stage is called as “actual test period”, in which test campaign is seen in
the test group of cities.
The third stage is called as “Post-test period”, in which sales are checked to find
out effect of advertising campaign.
Now sales results of the control groups are compared with the results of the test
groups. If the sales show a better performance, the new campaign is treated as
effective and later on is run over the entire market area.

Evaluation :
Ad. campaign is run on a small scale to find out - its effectiveness before running
the ad over entire market of this test is conducted properly, it provides authentic
results. However, (i) It is time consuming, (ii) It is expensive, (iii) It poses a problem
in respect of selection of cities maintaining comparable situations.

SEC-III: Unit 5: Creativity in Advertising, IBCOM, Loyola College, Vettavalam 2024-25

Prof. M. Nayagam., M.A., M.Phil. SET.,
Page 12 of 14
4. Inquiry Coupon Response :
Under this, the advertiser sends an inquiry coupon through newspapers or
magazines which will have to be sent back to the advertiser duly filled in by the
respondent. The number of inquiries or coupons sent back will ascertain the
effectiveness of the advertisement.

The enquiry test can also be conducted by direct mail. One of the types of this test
is called as split run test. In this case two Ads are selected for the test. First ad is
published in first half of the number of copies and second Ad is given remaining half
of the number of copies. The ad showing maximum response is selected.
Merits :
1. It can be used to check the relative effectiveness of several ads by remaining
them on a limited basis.
2. It is easily implemented and comparable.
Demerits
1. It is time consuming. 2. It is expensive.

Other Methods :
There are several other pre-testing methods :

(a) Projective Technique : The purpose of this test is to avoid the drawback of direct
questioning and allow the respondent to reveal his feelings about an advertising
situation various types of projective techniques are :

(i) Depth Interview : The respondent is given the advertising material and is asked
to express his opinion freely. The interviewer studies the respondent about his feelings
and motivation.

(ii) Word Association : The researcher presents a word and the respondent is asked
to reply with first word or throught that comes to his mind. For example? What is the
first things you think I say toothpaste? Or automobile?

(iii) Sentence Completion : The researcher shows an incomplete picture or puts an

incomplete sentence and the respondent is asked to complete the picture or sentence.

POST-TESTING METHODS :
Advertising evaluation can be done even after the advertising campaign is over When
advertisements are tested after the campaign is over, it is known as “postmortem” of the
advertisement effectiveness.
The post-testing methods of advertising effectiveness are as follows :

1. Recall Tests :
This test is made to measure the memory value of the reader (respondent). The
SEC-III: Unit 5: Creativity in Advertising, IBCOM, Loyola College, Vettavalam 2024-25
Prof. M. Nayagam., M.A., M.Phil. SET.,
Page 13 of 14
 procedure is to select a group of respondents and it is confirmed that they have read
the particular issue of the magazine. The respondents are given cards on which the
names of all products advertised in the issue are shown. The respondents are asked to
list each ad they think have seen and tell what it looks like. Question can be asked on
the message, colour, headline, etc. to find out the impact value.
The merit of the test is to measure the depth of impression which an ad leaves on
the respondents mind. This test can also be conducted with some aid and are called as
“aided recall test”.

2. Readership Test :
This test finds out what the readers read and how well they remember it. The
advertisement to be tested is to be published in a newspaper or a magazine. The an
interviewer carrying a copy of that medium asks the persons to be interviewed and
asks them which newspapers or magazines, they read, what advertisements have been
seen and remembered and their effectiveness. The advantage of this method is that, a
comparative evaluation is possible and it focuses on the ways of getting attention.
However, the drawback of this method is that it assumes that readership means
sales. It is not always that whatever advertisements we read we do buy.

Attitude and Opinion Test :

These tests are conducted to measure the attitudes and opinions of the customers
towards a firm‟s advertising, its products and policies. For such tests measuring scales
have been developed to study the consumer attitudes and opinion.

Keying on an Advertisement
After preparation of an advertisement is over, it is to be inserted in newspaper
and/or magazines. Thereafter, the advertiser has to check the effectiveness of the
advertisement. For this purpose, he has to adopt certain methods to ascertain what
enquiry is received from which advertisement. This process of identifying the
enquiries pertaining to a specific advertisement is known as keying an advertisement.
Advertisement can be keyed by inserting coupons in the advertisement is known as
keying an advertisement. Advertisement can be keyed by inserting coupons in the
advertisement itself. This coupon is given a key number or some identification mark
which helps their sorting. The readers are requested to fill in their names and addresses
in the coupons and mail them to the advertiser for getting a catalogue of
further information. The number of coupons received back gives an idea about the
effectiveness of the advertisement.

SEC-III: Unit 5: Creativity in Advertising, IBCOM, Loyola College, Vettavalam 2024-25

Prof. M. Nayagam., M.A., M.Phil. SET.,
Page 14 of 14