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Emotion test (the controversial testing of promotional materials during the focus groups) is developed in opposition to the widespread "cognitive" testing where the main discussion conducts in form of "like / dislike". It is applied not to assess but to verify the advertising effectiveness (at the beginning several materials including testing are shown to the group, and at the end the group writes down all the memorable facts), conformity to the subject line of advertising (what exactly is advertised, what is the main idea), the clarity and consistency of the message, the line positioning, segmentation, lack of a repulsive moment, negativity. |
Bmt_Skype
