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The
purpose of all advertising is to increase awareness of
a particular service or tangible product. The increase
in awareness will increase the probability that the customer
will include your brand in the set of products to be evaluated
in their purchase process information search. The purpose
of testing the advertising message is to identify perceptions
that a sample of customers may hold either negative or
positive. With this information the advertising agency
or manager can make changes to the promotion before the
advertisement is presented to the target audience. There
are two costs of concern to the advertising executive.
First, the cost of the advertisement in the form of raw
dollars spent for the advertisement, and second, the cost
of presenting a bad image through a confusing, inappropriate,
or non-stimulating message, to the target audience.
Advertising effectiveness can be measured by testing
the product or service awareness of the target audience
before and after the advertising campaign. This method
of testing will determine the degree of "Top of
Mind" awareness of the target customer, attributable
to the advertising message.
Measurement
of advertising in a controlled environment can identify
the recognition and recall impact on selected focus
groups. The use of focus groups reduces the cost
of paying for a completed advertising campaign and allows
for corrections to the campaign before exposure to the
target audience. This form of advertising test will
reduce the cost of an ineffective message.
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