Professional Documents
Culture Documents
Presented by Surabhi Paliwal Swati
Presented by Surabhi Paliwal Swati
What constitutes effectiveness ? Which variable is to be counted or measured that will indicate the degree of advertising effectiveness? Communication effect : Ads potential effect on awareness, knowledge or preference. Sales effect
Cost
Research problems Disagreements on what, when and where to test.
achieving objectives. It should consist of multiple measurements to ensure performance of ad. A good copy testing method is based on the model of human response to communication. It should be clear about whether the advertising stimulus should be exposed more than once. It acknowledges that the more finished the copy is ,the better is the testing. Therefore the alternative executions must have the same degree of finish.
normally found in the exposure context. Most of the methods of measuring adeffectiveness are based on sampling methods. For reliable results sample size should be large. It should be clear about results expected through each test. It should demonstrate reliability and validity empirically.
Pre-testing
Post-testing
Portfolio test
Mock magazine test Perceptual meaning
studies
In home projection
1 0
Post testing is to determine if messages achieve their established objectives. It takes place after the campaign, aimed at evaluating the effectiveness of the copy in communicating its message.
Penetration tests
Progress tests
14
2 5