Dummy vehicles

Dummy vehicles is a dummy or pretend magazine that contains regular editorial matter with test advertisements inserted next to control advertisements. These 'pretend' magazines are distributed to a random sample of households, which are asked to consume the magazine in their normal way.

Definitions

According to the Marketing Communications by Fill (5th edition),

Dummy vehicles. A dummy or pretend magazine that contains regular editorial matter with test advertisements inserted next to control advertisements. These 'pretend' magazines are distributed to a random sample of households, which are asked to consume the magazine in their normal way.