Pre-testing of Advertisement before Launching - Essay Example

Coulter (2005. pp43-44) termed this as attitude change as a function of information processing & "persuasive communication". Coulter termed the attitude change as quantitative effect of advertisement 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 author also established that negative emotions have 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 author that the perceptions of risks are more prevalent in products where the customers tend to actively analyze the pros & cons of acquiring them. It was surprising to be observed that alcohol & cigarettes, in spite of display of clear warning messages, were highly consumed by the users given that they buy these products more because of addiction rather than need.

In this context, the author also appreciates the comment by Wang and Minor (2008. pp198) that "Marketing research needs to pursue more precise, comprehensive, and unbiased measurements of the psychological processes to reflect a broader and deeper intellectual understanding of the human mind's 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 customer's mind, then the damages thus caused may take ages to be repaired and sometimes may even get rendered as absolutely irreparable. For example, in a very recent research Hansen and Strick et al (2009. pp145) challenged an old myth that humour makes the impact of an advertisement very effective. After an impressive survey on this subject they realized 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 shatter 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 damaging 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 shell 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