Methods of Testing Completed Ads This activity is important because many IMC managers test messages in the development process. Consumers, however, often have difficulty honestly evaluating communications in the concept stage or in rough form. While it is very expensive to develop the message to completion and then test its effectiveness, the results offer a better ability to evaluate it. The goal of this activity is to demonstrate the many different methods of testing completed ads. Match the correct identification for the following descriptions of methods used to test the effectiveness of completed ads. 1 Pupillometrics 2 Portfolio Tests 3 On-air Tests 4 Theater Tests 5 Recognition Tests 6 GSR Match each of the options above to the items below. A laboratory test that offers the IMC manager the ability to easily test several different ads for effectiveness. This method is more commonly used for print ads, and the respondent is shown several different ads and executions. It is a method that allows for a control group in testing. A method to identify which portions of the ad gather the most attention and cause the viewer to rest on that portion longer than other elements since longer gazing correlates with greater interest. By tracking a physiological response, the test measures the most important elements of the ad. The measurement of a physiological response of the viewer to the ad identifies when and on which portions of the ad he has the strongest reaction. An issue with this method is that observer's reaction, which is fairly global in the measurement, may be to many different things in the and cannot be isolated. A method declining somewhat in usage due to cost and to lesser TV viewership, this method embeds the finished ad into TV shows. The shows are not aired on broadcast TV but viewers are invited to facilities to view TV pilot shows and simultaneously evaluate the ads. A very well-respected method to test print ads the GfK Starch has a respondent review the ads. He is then is scored as to whether he recalled the brand name and/or if he read the and which portions were most read. In this test, the ads are viewed in actual situations and respondents are measured primarily for recall. The message has to be in finished form, which can be very expensive to correct if results indicate a weak ad