advertising effect evaluation

Question 1

why should we test advertising effectiveness

Answer 1

1. Check Goals: See if the ad boosted sales, awareness, or engagement.
2. Compare Ads: Find out which version works best.
3. Review Platforms: Learn which media reach the audience most effectively.

Question 2

when should we test advertising effectiveness

Answer 2

1. Pre-Testing: Test before launching to improve the message and strategy.
2. Post-Testing: Test after launching to see how well it worked.

Question 3

what are the Classification of Advertising Effectiveness

Answer 3

direct measure and indirect measure

Question 4

what is direct measure

Answer 4

Show how advertising influences sales growth by attracting customers, increasing brand awareness, and driving purchases.

Question 5

what are the 2 method of direct measure

Answer 5

historical sales method and experimental control

Question 6

what is historical sales method

Answer 6

Looks at past ad spending and sales data to find patterns and measure impact.

Question 7

what is experimental control

Answer 7

Checks how well ads work by running controlled tests, like trying them in specific markets.

Question 8

what is indirect measure

Answer 8

Focus on factors indirectly linked to sales or profits, such as
Customer Awareness
Attitudes
Message Recall

Question 9

What are the six key aspects of indirect measures of advertising effectiveness

Answer 9

exposure to advertisement
attention/recall of msg content
brand awareness
comprehension
attitude change
action (behavioural impact)

Question 10

What does “Exposure to Advertisement” measure in advertising effectiveness?

Answer 10

Checks if the ad reached the target audience and how often.

Question 11

How is “Attention or Recall of Message Content” assessed?

Answer 11

Measures how well people remember the ad soon after seeing it.

Question 12

What is measured under “Brand Awareness”?

Answer 12

Tracks how well people recognize or recall the brand after seeing the ad.

Question 13

What does “Comprehension” evaluate in an advertisement?

Answer 13

Ensures the ad’s message is clear and understood by the audience

Question 14

How is “Attitude Change” measured in advertising?

Answer 14

Looks at shifts in how people feel about the product or brand

Question 15

What does “Action” track in ad effectiveness?

Answer 15

Monitors consumer behavior, like purchases, influenced by the ad.

Question 16

reasons to measure advertisement effectiveness

Answer 16

• Make ads more effective.
• Check if goals are achieved.
• Avoid wasting money on bad campaigns.
• Compare different strategies to find the best one.
• Keep up with competitors by tracking their campaigns.

Question 17

reasons not to measure advertising effectiveness

Answer 17

• It’s too expensive.
• Hard to get accurate data.
• Not enough time to test properly.
• People can’t agree on what to test.
• Creative teams worry testing limits their ideas.