Evaluation of Advertising

Presented to :

Prof. Farooque Khan.

Presented
By :

Swapnil S.
Shelgaonkar
Javed J. Tadvi
Tushar K. Basniwal.
Advertising :

Advertising is any Paid form of non Personal

Presentation & Promotion of Ideas, Goods/services
by an identified Sponsor
Advertising Effectiveness Testing ?

• Testing or evaluation of advertising effectiveness

refers to managerial exercise aimed at relating the
advertising results to the established standards of
performance & objective so as to assess the real value
of advertising performance.
• This evaluation exercise is also known as advertising
Research
• It is a research activity undertaken to major the worth
of specific element of advertisement or the aspect of
entire advertising program.
Why to Test the Advertising Effectiveness?

 To make sound future decisions

 To impress upon the top management
 To have a clear break-up picture
 To know the point of saturation
 To keep in touch with new trends
Can we Test Advertising Effectiveness?

• Opinion differs widely

The opponents are of opinion that testing curbs
creativity & it acts more as a deterrent to the creative
people.
They say that advertising is not an exact science to
major the result In concrete terms.
like any other managerial activities advertising
should also be put to test to decide it net worth.
What is to be Tested?

Testing is concern with relating the actual

results with the preset target in the areas of
market, motives, media, messages, & overall
results.
When to Test?

 Testing can be done at any stage of

advertising process.

 Therefore it can be said as pretesting,

coincidental testing & post testing.
How to Test ?
 Testing is done through the use of different kinds of
tests for each time dimension.

The testing methods are

1. Pretesting
2. Current testing
3. Post testing
Pretesting Method

 Checklist test
 Opinion test
 Dummy magazine & portfolio test
 Inquiry test
 Mechanical test
Current Testing method

 Coincidental survey
 Consumer diaries
 Mechanical device
 Tariff counts
Post Testing method

 Inquiry test
 Split-run test
 Recognition test
 Recall test
 Sales test
THANK YOU