Pre-testing of Advertisement before Launching Essay

Pre-testing of Advertisement before Launching - Essay ExampleCoulter (2005. pp43-44) termed this as post change as a function of information processing & persuasive communication. Coulter termed the posture change as quantitative effect of ad and variation in thinking as a result of advertisement as qualitative effect of advertisement. Chaudhuri (2001. pp275) discovered some evidence of the effects of advertisement that the dimensions of customer emotions are strongly linked with the perception of risks in purchasing products & services. In fact the actor also established that negative emotions pick up much stronger influence than positive emotions the in way that the same create threatening consumption scenarios for customers thus leading to negative perceptions of risks pertaining to the products & services. Also it was observed by the pen that the perceptions of risks are more prevalent in products where the customers tend to actively analyze the pros & cons of acquiring th em. It was surprising to be observed that alcohol & cigarettes, in spite of display of clear warning messages, were highly consumed by the users minded(p) that they buy these products more because of addiction rather than need. In this context, the author also appreciates the comment by Wang and small(a) (2008. pp198) that Marketing research involve to pursue more precise, comprehensive, and unbiased measurements of the psychological processes to reflect a broader and deeper clever understanding of the human minds mechanism.Looking into these complex expected reactions of consumers, it is highly risky to launch an advertisement to customers without carrying out psychological effectiveness tests of the campaigns. In fact, if the advertisements are launched without such tests and the results are disastrously negative perceptions in customers mind, then the damages thus caused whitethorn take ages to be repaired and sometimes may til now make up rendered as absolutely irreparable . For example, in a very recent research Hansen and Strick et al (2009. pp145) challenged an old story that humour makes the impact of an advertisement very effective. After an impressive survey on this subject they completed that humour in advertising reduces memory of brand names as it distracts the customers from brand names from even within the advertisements. They discovered that customers only remember the humour but not the company and its brand names. Also, customers may not take such products seriously although they appreciate the humour a lot. This discovery may crack empirical generalizations that have been letting millions of dollars getting shed on some conceptual framework that is traditionally perceived to be effective only to be realized now that the output was more disconfirming and against the objectives of the campaign. This justifies that campaigns should be tested effectively before they can be launched to actual end customers. Having said that, it needs to be understood and emphasized that this is not an easy phenomena. The advertisement designers need to come out of the compositors case and comfort zone and be ready to face the criticism from the testers of the advertisement. The testers need to be certain individuals that have no stake