The document discusses the importance of testing the effectiveness of advertisements. It outlines arguments for and against effectiveness testing, including that testing can help avoid costly mistakes but that it also costs money. The document then discusses how to conduct effectiveness research, including determining what to test, when to test, where to test, and how to test factors like message, media, and budget. It provides examples of techniques to test advertisements at different stages, such as pre-testing and post-testing methods. Finally, it discusses frameworks for measuring overall effectiveness and the effectiveness of sales promotions.

1. Advertisement Effectiveness
Testing
Dr. Gopal Thapa
Tribhuvan University

2. Arguments For Effectiveness
Testing (Importance of Effectiveness Testing)
 Avoiding costly mistakes
 Evaluating alternative strategies
 Increasing efficiency of advertising
 Improving advertising program
 Determining if objectives are achieved
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3. Arguments Against Effectiveness
Testing (Reasons not to measure effectiveness)
 Cost
 Research problem
 Areas to be tested
 Creative's’ arguments
 Time
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4. Conducting Research to Measure
Advertising Effectiveness
 What to test?
 When to test?
 Where to test?
 How to test?
 Source factors
 Message variables
 Media Strategies
 Budgeting
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5. Areas to be Tested
 Message
 Media
 Market
 Mission
 Motives
 Overall results
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6. What to Test?
 Source factors
 Message variables
 Media Strategies
 Budgeting
 Vehicle option source effect
 The differential impact that the advertising exposure will have on
the same audience member if the exposure occurs in one media
option rather than another
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7. When to Test?
 Pre-testing
 Post-testing
 Con-current testing
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8. Where to Test?
 Laboratory test
 Field test
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9. Pre Testing (Market Testing)Techniques
 Consumer Jury
 Check-list
 Inquiry test
 Portfolio test
 Laboratory test
 Paired comparison test
 In-home projection test
 Opinion test
 Adcept testing/concept testing
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10. Post Testing Techniques
 Inquiry test
 Split-run test
 Recognition test
 Recall test
 Sales test
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11. Over All Testing
 PACT
 DAGMAR
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12. PACT
 Positioning Advertising Copy Testing
 Based on:
 Eye/ear -reception
 Mind- Comprehension
 Heart- Response
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13. DAGMAR
 Defining advertising goals for measured
advertising results
 Developed by: Russel Colley in 1961
 Based on:
 Awareness
 Comprehension
 Conviction
 Image
 Action
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14. Measuring the Effectiveness of
Sales Promotions
 Awareness tracking studies
 Inquiries
 Coupon redemptions
 Sweepstakes entries
 Sales comparison
 Communication framework
 Attention
 Comprehension
 Persuasion
 Purchase
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15. Any Queries
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