Theatre test

Theatre test is a method used to test finished broadcast advertisements. Consumers visit a theatre (laboratory or hall) to preview television programmes, into which are submitted test and control ads. A before and after preference measure is taken to judge the influence of the ads.

Definitions

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

Theatre test. A method used to test finished broadcast advertisements. Consumers visit a theatre (laboratory or hall) to preview television programmes, into which are submitted test and control ads. A before and after preference measure is taken to judge the influence of the ads.