Tachistoscope

This device exposes test material such as the advertisement logo, brand name or pack design to the respondent for a period of time measured in one-hundredths of a second. The amount of time for which the respondent can observe the test material is gradually increased, and after each exposure the respondent is asked to report what has been seen. It is assumed that the most effective advertisements are those in which the respondent most quickly reports perceiving the name of the product, the pack in a competing display, and so on. This is a useful technique for improving advertisement and display design if its basic assumption is accepted. There is some evidence that advertisements that are not rapidly perceived but are studied in detail can also be effective, so the decision maker must decide whether this device is relevant to the objectives of any particular communication.

Online Survey Champion

Online Survey Champion

There are people all over the world trying to find ways to make money online. From stay at home moms looking to make a few extra dollars to college students and entrepreneurs, the allure of making your own hours and working from home or from the local coffee shop is very appealing.

Get My Free Ebook


Post a comment