pre testing poost testing

1. Post testing
Post-testing refers to the process of
evaluating and assessing the impact and
success of an advertising campaign after it
has been launched and exposed to the
target audience. It is a critical step in the
advertising campaign management and
optimization process, as it helps
advertisers and marketers understand how
well their advertisements are performing
and whether they are achieving their
intended objectives and help in making
future plan

2. POST-TESTING TOOLS AND TECHNIQUES
• Recognition Test
A recognition test is a common method used to determine
whether the target audience recognizes and remembers the
advertisement or its key elements. This test was developed in
the early 1920s by Dr. Daniel Starch to test reader recognition
levels of magazine and newspaper advertisements and
editorial content.
This test involves presenting individuals with the ad or
specific components of the ad (e.g., images, slogans, jingles)
and asking them if they recall having seen or heard it before.
Participants are typically given a list of options, and they must
indicate which, if any, they remember. Recognition tests are
useful for assessing the level of ad recall and can help
advertisers gauge the impact of their campaigns.

3. • Recall test
A recall test, also known as an unaided recall test,
is a method to assess whether the target audience
can spontaneously remember specific elements of
an advertisement without any prompts or cues. It
measures how well the ad has left an impression
in the viewer's memory.
In a recall test, participants are not provided with
multiple-choice options; instead, they are asked to
recall information on their own. Recall tests are
useful in assessing advertising's impact on
memory, i.e. how well consumers remember
various aspects of an advertisement, and also for
comparing these measures with industry
benchmarks. Recall tests can be conducted for
both print ads and broadcast commercials.

4. • Sales test
A sales test is a method used to measure
the impact of an advertising campaign on
actual sales or business performance. It
aims to determine whether the advertising
efforts have resulted in increased sales,
revenue, or other relevant key performance
indicators (KPIs). The impact of advertising
campaign is determine by comparing the
pre ad campaign sales with the post ad
campaign sales.

5. • Inquiry test
In this test, ad effectiveness is evaluated on
the basis of number of inquiries generated
in response to advertisement. In such
advertisement, Generally telephone
number of advertiser is given for detailed
information. After advertisement has been
launched, the number of inquiries received
are counted. If advertisement generate
more inquiry than advertisement is
considered as effective as it has been able
to arouse the interest of respondents
For example- the advertisement issued for
sale- purchase of property.

6. • Split-run Test
A split-run testing also known as A/B testing
is a method used to compare and evaluate
the performance of two or more variations
of an advertisement or marketing strategy. It
involves dividing the target audience into
different groups and exposing each group to
a different version of the ad. This can include
variations in content, design, or messaging.
The goal is to determine which version is
more effective in achieving specific
objectives, such as increasing engagement,
conversion rates, or other desired outcomes.

7. • Day After Recall test
Day-After Recall Test is a method of
measuring an ad’s effectiveness in
terms of consumer’s recall of an ad, a
day after the exposure to the ad.If
respondents are able to recall the test
then advertisement are considered as
effective. The consumer response of
their recall is verbalized and is
possessed by conducting interviews on
a one-on-one basis. The Day after
recall test can be aided call test or
unaided call test.

8. Conclusion
In conclusion, we have learned that evaluating the performance of
Integrated Marketing Communications (IMC) strategies is a vital component
for any successful marketing campaign. Through the application of pre-
testing, post-testing, and concurrent testing, Marketers can fine-tune their
strategies, predict potential pitfalls, evaluate effectiveness, and adapt in real-
time.
Simultaneously, the exploration of various promotional tool enables
marketers to expand their reach and enhance impact across diverse
marketing channels. it's really important for marketers to pay close attention
to how their strategies are doing. By looking at the results of testing and
trying out different marketing tools, they can figure out what's working and
what needs fixing
This careful consideration of methods and tools ensures that marketing
efforts remain effective and impactful in an ever-changing landscape.

9. THANKS FOR WATCHING