A method of gauging consumers’ reactions to the underlying concept for an ad or advertising campaign. In ad concept testing, consumers are typically exposed to animatics (see “Animatics”), storyboards, or short descriptions of ads, rather than fully produced ads. They are then typically asked a series of questions about the concept, such as whether it is attention-getting, relevant to them, likeable and so forth. (See also “Advertising Concept/Ad Concept).”