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Topic : Pre testing Techniques
moderator is crucial.
Portfolio test: one group of respondents is exposed to a portfolio of test
ads interspersed among other ads & editorial matter. Another group sees
the portfolio without the test ads.
Order of merit test: respondents see two or more alternate ads &
Print advertising:
Paired comparison test: respondents compare each ad in a group.
Mock magazine test: ads to be tested are stripped into a magazine
more markets.
Physiological testing:
Pupillometeric device: dilation of respondents pupil is
Physiological testing:
Voice pitch analysis: a customers voice response is taped & a
respondents brain.
Hemispheric lateralization: this distinguishes between alpha