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Figure 19-7 Consumer juries

Objective: Potential viewers (consumers) are asked to evaluate ads and give their reactions to and evaluation of them. When two or more ads are tested, viewers are usually asked to rate or rank order the ads according to their preferences.

Method: Respondents are asked to view ads and rate them according to either

(1) the order of merit method or (2) the paired comparison method. In the former, the respondent is asked to view the ads, then rank them from one to n according to their perceived merit. In the latter, ads are compared only two at a time. Each ad is compared to every other ad in the group, and the winner is listed. The best ad is that which wins the most times. Consumer juries typically employ 50 to 100 participants.

Output: An overall reaction to each ad under construction as well as a rank ordering of the ads based on the viewers' perceptions.

Figure 19-8 Questions ^

asked in a consumer jury test 2

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