Advertising effectiveness testing: Gopal Thapa

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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