4. What to test: Where to Test:
Source factors  Laboratory tests
Message variables  Field tests
Media strategies
Budget decisions How to test:
When to test:  Testing guideline
Pre-Testing  Appropriate tests
Post Testing

5. Concept generation and testing
Rough art, copy, and commercial testing
Pretesting of finished ads
Market testing of ads

6. Conducted early in campaign development
To explore the targeted consumers response to a potential
ad or campaign
i.e. Focus groups and mall intercepts
 Limitations:
The results are not quantifiable
Sample sizes are too small to generalize to larger
populations
Group influences may bias participants’ responses
Consumers become instant “experts”

7. Comprehension and reaction tests:
Conveying meaning intended by assessing responses
Consumer juries:
 Uses consumers to evaluate the probable success of an ad
Limitations
• Self-appointed expert
• Limited evaluation of the number of ads
• Halo effect
• Specific ad preferences overshadowing objectivity

8. Requiring two similar measures to ensure
reliability
Tests should use the target audience to
assess an ad’s effectiveness
Consistency in reliability and validity

9. Establish communications objectives
Use a consumer response model
Use both pre-tests and post-tests
Use multiple measures
Understand and implement proper research

10. Sales Promotion effectiveness:
Four advertising applications/communication
goals: attention, comprehension, persuasion,
and purchase
Assessing the attention, cognitive and
emotional responses
Measurement of switching and loyalty

11. Public Relation Effectiveness: evaluation tells
management
How to assess what has been achieved through
public relations activities
How to measure PR achievements
quantitatively
How to judge the quality of PR achievements
and activities

12. Direct Marketing Effectiveness:
For direct marketing programs that do not have
an objective of generating an immediate
behavioural response, traditional measures of
advertising effectiveness can be applied

13. • Internet Marketing Effectiveness:
Exposure measures
Hits
Viewers
Unique Visitors
Clicks (click-through)
Click-through rate
Impressions/Page views