consumer-jury technique

a method of testing advertising appeals before an actual product promotion campaign is started in a test market. “Jury” members usually consist of typical consumers of the product category. They are shown a selection of proposed advertisements and asked to evaluate them in terms of which advertisement would be most likely to induce them to purchase the product. The consumer-jury technique has been found to be an accurate predictor of advertising effectiveness. See also continuous panel.

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Psychology term of the day

March 16th 2025

prodrug

n. a drug that is either biologically inert or of limited activity until metabolized to a more active derivative.