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Maximizing ad effectiveness through thorough evaluation

Learn how to evaluate advertising campaigns effectively using pre-testing methods like focus groups and concept testing, and post-testing methods such as recall and sales tests. Discover the importance of measuring communication impact and when and how to conduct evaluations.

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Maximizing ad effectiveness through thorough evaluation

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  1. Chapter 17 Evaluating advertising

  2. The Communication Evaluation Process • What should be measured? • Should we test? • When should we test? • How should we test?

  3. Pre-testing • Unfinished advertisements • Concept testing • Focus groups • Consumer juries • Pre-testing finished advertisements • Dummy vehicles • Readability tests • Theatre tests

  4. Physiological measures • Pupil dilation • Eye tracking • Galvanic skin response • Tachioscopes • EEG (Electroencephalographs

  5. Post-testing • Inquiry tests • Recall tests • Recognition tests • Sales tests • Simulated market tests • Single-source data

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