ADVERTISING

TESTING
Presented By:
1 Deepak Dabi
Satish Verma
Mampi Debnath
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MEANING
Advertising testing refers to ensure that consumer
reactions are sought with reference to copy.
Testing of advertising effectiveness can be at two
stages:
o Pre-Testing Advertising
o Post-Testing Advertising

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3 OBJECTIVES OF PRE-TESTING OF
ADVERTISING EFFECTIVENESS

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OBJECTIVES OF POST-TESTING OF
ADVERTISING EFFECTIVENESS

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 METHODS OF PRE-TESTING AND
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POST-TESTING
Methods of Testing Advertising Effectiveness

Stage Communication Effects Sales Effects

Pre-testing 1. Opinion and Attitude Tests 1. Inquiry Tests

• Dummy advertising media 2. Sales Experiments and Test
vehicle Markets
• Consumer jury method
• Order of merit
• Paired comparison method
• Portfolio tests
• Theatre type tests
• Attitude scales
2. Mechanical Laboratory Methods
3. Projective Techniques
Post-testing 1. Readership/recognition Tests 1. Measures of Past Sales
2. Recall Tests 2. Experimental Designs
3. Attitude Change Measures 7/7/2019
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CONCEPT TESTING V/S COPY
TESTING
Concept testing is the process of using surveys and
qualitative methods to evaluate consumer acceptance of
new product idea prior to the introduction of a product to
the market.

Copy testing is a specialized field of marketing research

that determines an advertisements effectiveness based on
consumer responses, feedback, and behavior. It is also
known as pre-testing.
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