advertising Research Post Test

1. HOW TO CONDUCT A POST
ADVERTISING TEST

2. HOW DO YOU KNOW IF YOUR AD IS
EFFECTIVE?

3. • Most brand managers would say "it's effective if there's a high recall of the brand".
• Your head of sales would probably say "an increase in sales would be a good
determinant of an ad's success".
• Your inventory manager would most likely attribute it to the number of times the
stocks were replenished.

4. • But if you ask a market research manager, most likely he/she would not just give
you a yes or no answer but would provide you statistical data on which part the ad
failed and would also provide the brand manager a set of recommendations to
address what is lacking in the ad.

5. • Market researchers usually conduct post ad tests to determine brand recall and ad
effectiveness.
• The general objective for conducting this type of test is to show how the ad stands
out from competition and
• if there's enough brand recall that would help convert a consumer to a customer.
• Basically, this type of test would answer the question
"Does my Ad has what it takes to cut through the clutter?"

6. POST TEST
The test is pretty simple, just follow these steps:

7. • Determine the target market
• Using statistics, determine a sampling size that would represent the entire
population of your target market
• Survey is one-on-one - meaning, hire someone who can converse very well and is
nonthreatening because it takes a good interviewer to get high quality answers
from random consumers.
• Interviewer MUST follow what is in the questionnaire. Do not create your own
questions.

8. • Write all the answers. And when we say all, we mean ALL. Even the smallest detail.
• After interviewing, gather all the results and tabulate in one file. (Ideally create a
separate post on how to tabulate the results).
• After computing the results, compare the quantitative data to the qualitative and
formulate your recommendations.

9. The hard part here is the interview part where you have to
• convince random strangers to spent some of their time talking to you and
• sharing information that can be personal depending on the brand being surveyed
on.

10. SO FOR THOSE OF YOU WHO ARE PLANNING TO
CONDUCT THE RESEARCH YOURSELF, HERE ARE A
FEW TIPS
• Be approachable and friendly! If you're a bad in the real world, then this is not the
job for you. But if you NEED to do this like it's a requirement for a class, then by all
means TRY and do a bit of acting to get the data you need.
• Make sure NOT to add or remove anything from the questionnaire. Doing so will
definitely not give you the right results you need.
• Be polite - this is a no brainer, since you're the one who is in need of the data then
you must be on people's good graces to get what you want.
• Always say THANK YOU after the interview. After all, the answers of a random
stranger might give you the insights you need to improve your company's ad.

11. • The questionnaire below is the one used when researching for a brand in the
dressed-chicken category (the ones that you see in the supermarket).
• Just change the section where it talks about the brand with your own brand.