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.

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There are two ways of measuring advertising effectiveness. They are:

 

 

 

A. Pre-testing

 

B. Post-testing

 

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