The document discusses testing strategies for advertising campaigns. It describes what should be tested, including source factors, message variables, and media strategies. It recommends testing at different stages of campaign development through laboratory tests, field tests, focus groups, and market testing of finished ads. The document also outlines limitations of certain testing methods and how to properly design testing to reliably and validly measure a campaign's effectiveness.

4. What to test: Where to Test:
Source factors  Laboratory tests
Message variables  Field tests
Media strategies
Budget decisions How to test:
When to test:  Testing guideline
Pre-Testing  Appropriate tests
Post Testing

5. Concept generation and testing
Rough art, copy, and commercial testing
Pretesting of finished ads
Market testing of ads

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. Requiring two similar measures to ensure
reliability
Tests should use the target audience to
assess an ad’s 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

10. Sales Promotion effectiveness:
Four advertising applications/communication
goals: attention, comprehension, persuasion,
and purchase
Assessing the attention, cognitive and
emotional responses
Measurement of switching and loyalty

11. Public Relation Effectiveness: evaluation tells
management
How to assess what has been achieved through
public relations activities
How to measure PR achievements
quantitatively
How to judge the quality of PR achievements
and activities

12. Direct Marketing Effectiveness:
For direct marketing programs that do not have
an objective of generating an immediate
behavioural response, traditional measures of
advertising effectiveness can be applied

13. • Internet Marketing Effectiveness:
Exposure measures
Hits
Viewers
Unique Visitors
Clicks (click-through)
Click-through rate
Impressions/Page views