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EVALUATION SHOULD ALWAYS BE IN TERMS OF OBJECTIVES






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Advertising budgets

Advertising budgets can differ not only in amount but also in composition. Industrial firms generally invest a larger proportion of their budgets in personal selling then in advertising, while the reverse is true of most producers a of consumer goods.

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Guidelines

These realties of advertise measurement have to be recognised and accepted before any plants for Evaluation can be formulated. Within limiters, measurements and evaluations are certainly possible; and the effort has to be made.

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Limits of Measurement

Wile pre-and post-tests have been suggested, it may be stressed that the range of measurements or types of evaluation are not unlimited.

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Others Measures

Quite a lot of money is spent on pre-testing the given advertisement. Relatively less tends to be spent on post-testing its effect.

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Four chief methods of testing the effectiveness

There are four chief methods of testing the effectiveness of a message

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Small Group Research of evaluation should always be in terms of objectives

This approaches the problem of advertising effectiveness by studying the process of communication and behavior change.

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Investigate the Relation Between Readership and Attitudes Toward the Product of evaluation should always be in terms of objectives

If the advertisement appeared to change reader attitudes, it might be assumed that sales of the product were influenced.

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Study the Message of evaluation should always be in terms of objectives

Another approach to the measurement of the effect of advertising is to study the message (advertising copy).

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Readership of evaluation should always be in terms of objectives

Readership is ambiguous. First, the term can b reapplied to the medium; for example, a magazine; or it can be applied to particular advertisements in a given medium.

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Objectives of evaluation should always be in terms of objectives

Evaluation can be effective if one is clear about what to evaluate and what is to be achieved by it. This is where advertising objectives can be of considerable help.

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