2. To understand reasons for measuring
promotional program effectiveness
To know the various measures used in assessing
Promotional program effectiveness
To evaluate alternative methods for measuring
promotional program effectiveness
To understand the requirements of proper
effectiveness research
3. Pros
Avoid costly mistakes Cost of measurement
Evaluate alternative Disagreement on what
strategies to test
Increasing the Lack of time
efficiency of Objections of creative
advertising in general personnel
Determining if Problems with research
objectives are achieved
Cons
4. What to test:
• Source factors
• Message variables
• Media strategies
• Budget decisions
When to test:
• Pre-Testing
• Post Testing
Where to Test:
• Laboratory tests
• Field tests
How to test:
• Testing guideline
• Appropriate tests
5. Rough
Concept Art, Copy, Pretesting Market
Generation And Of Finished Testing Of
And Testing Commercial Ads Ads
Testing
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. Tests should use the
Requiring two similar
target audience to
measures to ensure
assess an ad’s
reliability
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
