Good planning and control of advertising depends on measures of advertising effectiveness. Most of the money is spent by agencies on pre-testing ads, and much less is spent on evaluating their effectiveness. Most advertisers try to measure the communication effect of an ad – that is, its potential effect on awareness, knowledge, or preference. They would also like to measure the ad‟s sales effect.
There are two ways of measuring advertising effectiveness. They are:
A. Pre-testing
B. Post-testing
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