EVALUATING

ADVERTISING
EFFECTIVENESS
 METHODS OF MEASURING AD
EFFECTIVENESS
• PRE-TESTING METHOD
• PRIOR TO THE RUNNING OF ADS IN THE MEDIA.
• AD RELATED AND PRODUCT RELATED
• HELPS INCREASE EFFECTIVENESS THROUGH:
• REMOVE WEAKNESSES
• MAKE IMPROVEMENTS

• POST –TESTING METHOD

• AFTER THE ADS HAVE BEEN RUN IN THE MEDIA
• IS EXTENSIVE AND EXPENSIVE
• MORE REALISTIC
 PRE TESTING METHODS

LABORATORY METHODS REAL WORLD METHODS

 AD RELATED  AD RELATED
1. CONSUMER JURY 1. DUMMY ADVERTISING
2. PORTFOLIO TESTS VEHICLES
3. READABILITY TESTS 2. INQUIRY TESTS
4. PHYSIOLOGICAL 3. LABORATORY STORES
MEASURES
5. EYE-CAMERA
 PRODUCT RELATED
6. TACHISTOCOPE
1. SALES TESTS
2. MINI-MARKET TESTS
 PRODUCT RELATED
1. THEATRE TESTS
2. TRAILER TESTS
3. LABORATORY TESTS
 POST TESTING METHODS
1. RECOGNITION TESTS
Respondents First Qualify As Readers Of A Particular Issue Of A Magazine.
1. Noted (N) 2. Seen-Associated (S.A.) 3. Read Most (R.M.)

2. GALLUP ROBINSON IMPACT TEST

A Magazine Cover Is Shown And Askd If He Has Read The Issue
(Aided Recall Test )
Respondent recalls atleast one article to qualify.
Deck of cards provided to identify brand of which the ad was seen.
The test issue is kept closed and the respondent is required to answer entirely on the basis of his memory.

3. UNAIDED RECALL TESTS

Respondents Not Given Any Help To Recall The Ad.

4. TRIPLE ASSOCIATION TEST (TAT)

Tests degree of brand learning among its users
Association of brands with some benefits or the other is tested
The proportion of correct answers is the measure

5. INTEND – TO – BUY TESTS

6. ATTITUDE TESTS
Rating scale

5. SALES RESULT TESTS