Group Members

Devendra Gupta - 12
Darshan Hazare - 14
Amarpreet Kohli - 23
Deepak Naik - 33
Ajay Singh - 45
Advertising Effectiveness
Pertains to how well a company's advertising accomplishes
the intended. Small companies use many different statistics
or metrics to measure their advertising effectiveness.

A company's advertising effectiveness usually increases
over time with many messages or exposures. But certain
advertising objectives can be realized almost immediately.
Measuring Advertising Effectiveness
What to test
Creative decisions
Media decisions
Budgeting decisions

How to test
Testing guidelines
Appropriate tests [e.g.,
Concept generation testing (pre) or Market
testing (post)]
Where to test
Laboratory tests
(consumer jury test, portfolio test
etc.)
Field tests
When to test
Pretesting
Posttesting
Ways to Measure Advertisement
Effectiveness
Pre-Testing:
Pre-Testing follows the universal law "Prevention is better
than cure". Advertising can be pretested at several points in
the creative development process. Pre-Testing helps the
advertiser to make a final go or no go decision about finished
or nearly finished advertisement.

Post- testing: Post testing is done to know- to what extent the
advertising objectives are achieved

Changes in awareness, perception or preference.

Response Measurement:This also allows testing of various
offers or creative approaches



WHY MEASURE IT?
Avoid costly mistakes which could occur if there are changes
to be made in the advertisement

Evaluate alternative strategies if needed and is the existing
stragegy is not suitable for it

Increase the efficiency of advertising
COMMON REASONS FOR NOT
MEASURING IT
Cost of doing research: measuring the advertisement
involves high cost hence sometimes it is ignored

Objections from the creative department : basically is is
measured in order to avoid objections which might come from
the creative department if any.

Problems With Measuring Advertising
Effectiveness
Irrational consumer behaviour
Lack of widely acceptable scientific approach
The difficulties of determining consumer influences (multiple
factors)
The validity and reliability of data gathered
Suitability of research methods & instruments used
Poor research skills & Sampling issues
Inadequate resources/funding

Shubh Aarambh
Post Testing
Recall or Impact Test:
Cadbury released their print and T.V Ads which helped them in
increasing their sales by 31%
- They tapped 120 colleges
- 8 Metro Cities
- 10 Malls
- 1 lakh + college goers