What is to be measured?
Ad effectiveness evaluation is a research activity and by its very nature, it is to establish the cause and effect relationship between the efforts and the results. This ad effectiveness is to be seen in five areas namely, markets, motives, messages, media and overall results.
Ad effectiveness evaluation is a research activity and by its very nature, it is to establish the cause and effect relationship between the efforts and the results. This ad effectiveness is to be seen in five areas namely, markets, motives, messages, media and overall results.
When to test?
Post-testing results in a maximum loss if it fails as the whole show is over and he gets the post-mortem report, as to what has happened. Nothing is certain unless and until we are sure about the accuracy and reliability of feedback that the advertiser gets from such research.
Check-list test
These characteristics may be honesty, attention-getting, readability, reliability, convincing ability, selling ability and the like.
Opinion test
The members of the jury rate the ads as to their headlines, themes, illustrations, and slogans, by direct comparison. Getting preference from a juror is better than getting it from a member of the general public or an ad expert.
Dummy magazine and portfolio test
A dummy magazine contains standard editorial material, control ads that have been already tested and the ads to be tested. The respondents are given these folders for their reading and reactions.
Inquiry test
It involves running two or more ads on a limited scale to determine which is most effective in terms of maximum inquiries for the offers made.
Mechanical tests
These mechanical tests are objective in nature unlike the one already explained.
Co-incidental surveys
The results of the survey are used to determine the share of responsibility for the advertisement or the Programme.
Traffic counts
One can get a good deal of information through traffic counts.
Recognition tests
It attempts to measure the ad effectiveness by determining the number of respondents who have read or seen the ads before.
Recall tests
It involves respondents to answer as to what they have read, seen or heard without allowing them to look at or listen to the ad while they are answering.
Sales tests
It facilitates the testing of one ad against another and one medium against another. Ad effectiveness testing can be at three levels namely, before, during and after the release of an ad.
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