METHOD FOR TESTING THE EFFECTIVENESS OF ADVERTISING MATERIALS Russian patent published in 2022 - IPC A61B5/16 G09F19/00 

FIELD: psychology.

SUBSTANCE: invention relates to psychology and can be used to test the effectiveness of advertising. Pairs of stimuli with either no semantic connections or weak connections are selected from the advertising material. A database of presentation blocks is formed electronically, the first one being an block of advertising materials, the second one - a mask block, the third one - a target stimuli block, and the fourth one - a block of valid and invalid primes. Test samples are formed from the resulting blocks to be presented to respondents in series in a pseudo-random order. Prior to the study, the respondents are presented with a training series of 10 samples. For subsequent analysis, the respondents are presented with a series of 10 to 20 samples. The reaction time is analysed. The results for neutral and target stimuli are divided into two groups, the first group being pressing the "yes" button when presented with a target stimulus after a valid prime, the second group being pressing the "yes" button for a target stimulus after an invalid prime. The advertising materials are then presented for 2 to 10 minutes. A series of 15 to 20 samples is repeated. The results are divided into two groups, the third group being pressing the "yes" button when presented with a target stimulus after a valid prime, the fourth group being pressing the "yes" button when presented with a target stimulus after an invalid prime. The average reaction time and the standard deviation are calculated for each group, and the results for the groups are compared. If the average reaction time for the third group is lower compared to the first, so as to be statistically significant, a conclusion is made that the advertising is effective; and if the difference between the average reaction times is insignificant, a conclusion is made that the advertising is ineffective. A coefficient is also determined for the first and third groups. If the coefficient is below 0.4, a conclusion is made that the advertising is ineffective; if the coefficient is above 0.8, a conclusion is made that the advertising is effective.

EFFECT: objective assessment of the effectiveness of the formation of a new association in the subject of study, occurring while viewing the advertising materials and required by the advertiser, excluding erroneous results caused by the human factor.

2 cl, 1 ex, 2 dwg