1. Evaluating advertising
Chapter 17
Evaluating advertising

2. The Communication
Evaluation Process
What should be measured?
Should we test?
When should we test?
How should we test?

3. Pre-testing Unfinished advertisements
Concept testing
Focus groups
Consumer juries
Pre-testing finished advertisements
Dummy vehicles
Readability tests
Theatre tests

4. Physiological measures
Pupil dilation
Eye tracking
Galvanic skin response
Tachioscopes
EEG (Electroencephalographs

5. Post-testing Inquiry tests Recall tests Recognition tests Sales tests
Simulated market tests
Single-source data