The document discusses the importance and methods of testing advertisement effectiveness. It outlines arguments for and against effectiveness testing, including avoiding costly mistakes and cost. Key areas to test are listed as message, media, market, mission, motives and overall results. Methods of testing discussed include pre-testing techniques like consumer juries, post-testing techniques like inquiry tests and sales tests, and concurrent testing. Overall testing models like PACT and DAGMAR are also summarized.

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
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3. Arguments Against Effectiveness
Testing
 Cost
 Areas to be tested
 Creative's’ arguments
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4. Areas to be Tested
 Message
 Media
 Market
 Mission
 Motives
 Overall results
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5. Methods of Testing
 Pre-testing
 Post-testing
 Con-current testing
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6. Pre Testing Techniques
 Consumer Jury
 Check-list
 Inquiry test
 Portfolio test
 Laboratory test
 Paired comparison test
 In-home projection test
 Opinion test
 Adcept testing
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7. Post Testing Techniques
 Inquiry test
 Split-run test
 Recognition test
 Recall test
 Sales test
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8. Over All Testing
 PACT
 DAGMAR
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9. PACT
 Positioning Advertising Copy Testing
 Based on:
 Eye/ear -reception
 Mind- Comprehension
 Heart- Response
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10. 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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11. Any Queries
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