THE REASONS TO MEAUSRE

EFFECTIVENESS
Avoiding costly mistakes
Evaluating alternative strategies
Increasing the effeciency of
advertising in general
Determining if objectives are
achieved

REASONS NOT TO MEASURE

EFFECTIVENESS
Cost
Research problem
Disagreement on what to
test
The objections of creative
Time

What to test...

Message Variables
Media Strategies
Budgeting Decisions

When to Test...

Pretesting
Post testing

When to Test...
Pretesting
Post testing

Where to test...
Laboratory Tests
Field Tests

How to test...

Methods Used:
Provide measurements that are relevant to the

objectives of the advertising

Require agreement about how the results will be
used in advance of each specific test.
Provide multiple measurements ( because single
measurements are not adequate to assesad
performance).
Be based on a model of human response to
communications- the reception of a stimulus, the
comprehension of the stimulus, the response to the
stimulus.

Allow for considertaion of whether the

advertising stimulus should be exposed more than
once.
Require that the more finished a piece of copy
is, the more soundly it can be evalauted and
require, as a minimum that alternative executions
be tested in the same degree of finished.
Provide controls to avoid the biasing effects of
the exposure context.
Take into account basic considerations of
sample definition.
Demonstrate reliability and validity.

Physiological Measures..
Pupil Dilation
Galvanic skin response
Eye tracking
Brain waves

Essentials of Effective
Testing
Establish communications
objectives
Use a consumer response model
Use both pretests and posttests
Use multiple measures
Understand an implement propeer
research