Evaluation Of Advertising

Effectiveness
Why to Test ?
What to Test ?
Pre testing
Post testing
Objective of testing
Avoid costly mistakes
To predict the relative strength of
alternative advertising strategies and to
increase their efficiency
Purpose of Pre-Testing
To spot the error in the copy
To make the communication more effective
To design and ad better
To reduce wastage in advertising
To ensure that money is spent prudently
Purpose of Post-Testing
Find out the impact of an ad in terms of its being
noticed, seen and read.
Find out credibility.
Find out its comprehension.
Measure memorability.
Assess its effect on buyers.
Assess its fit with the promotional and marketing
mix.
Assess whether it has achieved its objective.
Assess relative effectiveness of diff copies and
media plan.
Improve future advertising efforts.

Methods of Testing
Pre Testing
Post Testing