Measuring Advertising effectiveness

Pre-testing Post-testing Concurrent

testing

Pre-testing techniques (print media)

      

Order of merit test Paired comparison Mock magazine test Perceptual mapping studies Focus group Eye camera test Consumer jury

Pre-testing techniques (broadcast media)

     

In-home projection tests Trailer tests Theatre tests Live telecast test Galvanometer tests Consumer jury

Pre-testing techniques -additional techniques

  

Sales experiments Direct mail tests Physiological tests eye movement camera galvanometer pupil metric devices

Post-testing techniques


Penetration tests Readers per rupee= %noted X Magazines primary readers space cost

Categorization of viewers Noted (N), Seen associated (A), Read most (RM)

Post-testing techniques


 

Recognition tests (pre-publication technique, confusion method, screen method) Recall tests (day after recall, portfolio tests, total prime time)) Gall up Robinson Impact test TAT tests

Concurrent/ Progress tests

      

Sales results test Enquiry tests Attitude tests Netapps method (Net ad produced purchases) Thurstones differential scale Likert Scale Semantic Differential Scale

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