TVC advertising needs a huge amount of money. In a very clutter advertising on TV nowadays and the increase of CPRP (Cost Per Rating Point), definitely company have to spend such huge amount of money for placement the TVC, not to mention the cost for making the TVC material or the production cost itself. Therefore it is important to make sure the TVC material that is aired, grab the attention of the audience or reach the objective that is set for the campaign. In theory, to save the huge budget placement, you have to do a pre-test for the concept of the material. So if the pre-test failed then there is still a chance to revise the concept or make a certain adjustment so we place the material that is proved to be good for the brand or reach the campaign objective.
How far an advertising pre-test predict the post evaluation of the TVC or in other word how far the pre-test predict the success of a TVC. Here I tried to compare the result of pre-test and post-ad test , I eliminate the weight of placement in this analysis. All TVCs have been aired for about 3 months.
The pre-test was conducted using a qualitative method, combining the in depth interview and focus group discussion. Consumers was exposed to the stylomatic ad and measured their response individually, then consumers again were exposed to the stylomatic ad in a group and discussed the ad together in order to confirm the individual responses.
While the post ad was conducted quantitatively using a random survey 3 months after the ad has been aired. A structure questionnaire was developed to measure the Empathy, Persuasion, Impact and Communication of the ad.
The result as you can see at the table.
We can see from both tables that the pre-ad test is good enough in predicting the advertising post evaluation. So once again it is wort to conduct a pre test ad to save the big amount of advertising placement budget.
