Monitoring, evaluation and control

measuring/evaluating advertising effectiveness refers to

evaluation of advertising results against the pre-established
standards of performance and objectives
Methods of evaluation of advertising
1. Message evaluation
• Concept testing
• Copy testing
• Recall tests
• Recognition tests
• Attitude and opinion tests
2. Behavioural evaluation
• Sales and redemption rate
• Test marketing
• Purchase simulation test
Stages of evaluation

1. Pre-Testing of advertisement
2. Concurrent testing of advertisement
3. Post testing of advertisement
Stages of evaluation

1. Pre-Testing of advertisement
2. Concurrent testing of advertisement
3. Post testing of advertisement
1. Pre-Testing of advertisement
• Direct questioning
• Focus group
• Paired comparison
• Order of Merit test
• Mock magazine test
• Direct mail
• Live telecast test
• Eye movement camera
• Consumer jury
2. Concurrent testing
• Coincidental telephone survey
• Traffic counts

3. Post testing
• Inquiry tests
• Attitude tests
• Recognition tests
• Sales tests