Portfolio Test

These tests are named after the manner in which the advertisements to be tested are packaged. A group of ads, usually a mixture of test ads and control ads is placed in a portfolio. Sometimes the ads are actually placed in dummy copies of news papers or magazines. Respondents who are thought to be representative of the target audience are given the folio and asked to go through it, reading whatever interests them and taking as much time as they want. After completing this task, the respondents are asked to recall (with the folio closed) the ads that they can … Continue reading Portfolio Test