In any type of advertising campaign it is very important to evaluate how satisfactory the results obtained have been, in order to understand which advertising strategies have an impact on our general audience.
Therefore, understanding the role of the advertising Post-Tests in the development of a market study can bring great benefits. It is important to note that any advertising research design has a series of phases (pre-testing and post-testing) that can serve as support throughout our official campaign.
If we are looking to improve consumer satisfaction, understanding the application of these types of actions can make all the difference in achieving the objectives that have been set.
What is the function of an advertising Post-Test?
Within the preparations, it is important to take into account how the consequences of our advertising strategies will be measured at the moment of their application. The advertising Post-Test has the function of demonstrating whether the purposes of a campaign were fulfilled, among which we find:
Measurement instruments and their relationship with strategic efficiency.
A great part of the advertising work is in the methodology that is built to obtain the desired results, but previous planning is useless if we do not have the capacity to understand the effects of our intervention and to evaluate if the advertising objectives were achieved.
Post-tests, the basis for advertising success
Currently there are several types of tests, but their success depends on having a clear idea of when to apply them. Here are some of the most important ones:
1. Inquiry tests
This is a controlled experiment conducted in the field. In such tests, the number of consumer inquiries generated by the ad copy or other media is considered a measure of how well it is disseminated. The number of inquiries is a test of effectiveness and only occurs when the ad copy or media successfully captures and holds the reader's or viewer's attention.
2. Redirection test
Esta es una técnica que le permite al anunciante probar dos o más anuncios en la misma ubicación, publicación o transmisión, con la intención de garantizar que cada anuncio llegue a lectores comparables
3. Recognition tests
This test is based on the interviewee's memory. It attempts to measure the effectiveness of an advertisement by determining through surveys in which the degree of recognition of the product or brand in the readers and/or listeners is evaluated.
4. Recall test
In this test, respondents are asked to respond to what they read, see or hear without being allowed to look at or listen to the advertisement while responding. There are variations of this test, one of which is the triple association test, designed to examine songs or slogans and reveal how well respondents remember them.
5. Sales test
A sales test represents a controlled experiment in which real field conditions are encountered rather than simulations. They attempt to establish a direct relationship between one or more variables and the sale of a product or service.
Why use tests?
Analyzing the effect of advertising messages through surveys can bring great benefits that will help you meet objectives and have strategies that improve over time, for example: