page_title: Advertising management
section_title: Mock-ups
hierarchical_section_title: Advertising management / Measuring advertising effectiveness / Pre-testing / Copy testing / Mock-ups
caption_attribution_description: Español: Vista de la sala del Auditorio "Fundación Héctor I. Astengo" (antiguamente Teatro Odeón), en la ciudad de Rosario, Santa Fe, Argentina
context_page_description: Advertising management is a planned managerial process designed to oversee and control the various advertising activities involved in a program to communicate with a firm's target market and which is ultimately designed to influence the consumer's purchase decisions. Advertising is just one element in a company's promotional mix and as such, must be integrated with the overall marketing communications program. Advertising is, however, the most expensive of all the promotional elements and therefore must be managed with care and accountability.
  Advertising management process also helps in defining the outline of the media campaign and in deciding which type of advertising would be used before the launch of a product.
  Marketers use different types of advertising. Brand advertising is defined as a non-personal communication message placed in a paid, mass medium designed to persuade target consumers of a product or service benefits in an effort to induce them to make a purchase. Corporate advertising refers to paid messages designed to that communicate the corporation's values in an effort to influence public opinion.
context_section_description: Researchers often use mock-ups of the final creative with varying degrees of finished artwork. Some mock-ups are only intended to be seen by the advertising agency and client during the advertising concept development stage. However, mock-ups are useful for gauging audience response to the proposed advertising copy. Mock-ups can be used in face-to-face interviews, small focus groups or theatre tests. A sample of respondents is invited to look at the mock-ups and subsequently asked a series of questions designed to capture advertising effects that are of interest for the given campaign.
  Types of advertising mock-ups that are used in copy testing, both print and broadcast advertising, include:
  Rough art:  very rough drawings of the creative concept
  Comps: (abbreviation of "composition art") refers to rough art included along with copy, slogans and campaign strategy
  Rip-o-matics: very rough versions of a TV commercial that include stock images and film footage designed to emulate the look and feel of the final creative execution; ripomatics are often called "mood" or "concept" videos.
  Photo-matics: include photographs along with the intended audio
  Storyboards: a sequence of drawings or photographs accompanied by relevant copy and designed to resemble the final creative execution of a film or digital TV commercial.
  Animatics: a more elaborate version of a storyboard that includes dialogue, sound tracks and voice overs that are intended to represent a more polished version of the final creative execution.
caption: To pre-test advertisements, researchers might use face-to-face interviews, small focus groups or theatre tests for larger audiences
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