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1. Determine if you have the right message for the right audience:
- Consumer market segments
- Professional market segments
2. Gauge how well the graphics in your ads stop readers and draw them into the
message:
- Full color vs. two color vs. black/white
- Illustrations vs. photos versus computer art
- Reality vs. abstracts
- Do the graphics enhance or hinder the message?
3. Find out which copy approaches are most convincing:
- Weigh alternative marketing and creative platforms
- Single versus multi-page ads
- Long versus short copy
- A conceptual approach vs hard facts
- Humor versus straightforward copy
- Testimonials versus data
- Effectiveness of headlines and body copy
4. Gain both quantitative and qualitative intelligence:
- Levels of readership
- Demographics of those stopped by the ad
- Perceptions of your company and product
- Whether the message is meaningful and convincing.
- Whether readers learn anything new
- How your product's image is affected by the ad
5. Gather information while an ad is still in "concept" ... or just after it's finalized:
- Before investing in production costs -- discover if the concept works.
- Test alternative copy/graphic combinations.
- Study whether the final execution lives up to the concept ... before committing to full ad schedules.
  
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