post testing advertisment

1. post testing
Post testing calculates how advertising performed. It examines whether
the conditions of introduction and purchase are genuine, not imitated.
This makes post testing basically more accurate, simple
and less expensive. Recognition-based post testing allows a wider
range of questions to be answered.

2. Types of post testing
 Memory test
 Persuasion test
 Inquiry test
 Sales effect of advertisement
 Measurement of full effectiveness
 PACT
 DAGMR

3. Memory test
• In this type of tests the individuals are asked to answer about
the ads entirely on the basis of their memory. It could be aided
recall, where they are given few cues to help them recall and
unaided recall, which of course is based on memory alone.

4. Persuasion test
• The level of understanding and reach of the messages, to know
if what is desired is being conveyed. The level of
persuasion determines whether the campaign has an impact on
the behavior of the target and whether they present a positive
buying attitude.

5. Inquiry test
• inquiry test. technique used in advertising research where the
advertising, brand, or product is tested through random inquiries
of respondents. The information acquired is generally used to
evaluate the various forms of advertising media.

6. Sales effect of advertisement
• They measure the various stages of buyer awareness,
preference, buying intention and actual purchase in relation to
actual advertising effort

7. Measurement of full effectiveness
• Measurement of full effectiveness in which users are asked to
identify the different elements of the campaign to measure its
effectiveness, based on the percentage of consumers who
remember it after exposure to the ad.

8. PACT
• PACT is an advertising-industry term that stands for "positioning
advertising copy testing. PACT states a good copy testing
system must meet the following criteria: Provides
measurements which are relevant to the objectives of the
advertising. Requires agreement about how the results will be
used in advance of each specific test.

9. DAGMR
• DAGMAR (defining advertising goals for measured advertising
results) is a marketing model used to establish clear objectives
for an advertising campaign and measure its success. The
DAGMAR approach advocates a marketing strategy that guides
the consumer through four phases: awareness, comprehension,
conviction, and action