Evaluating Advertising

In  the  advertising  campaign  the  fourth  step  is  evaluation  of  the  campaign.  The advertising program should evaluate the communication effects and the sales effects of advertising both regularly. Measuring the communication influence of an ad-copy testing-tells whether the ad is communicating fine. Copy testing may be done before or after an ad is broadcast or printed. The advertiser may indicate it to consumers before the ad is placed, ask how they like it, and measure recall or attitude changes resultant from it. After the ad is run, the advertiser may measure how the ad influences consumer recall or product knowledge, alertness and preference.

But what sales are caused by an ad that enhance brand alertness by 20 % and brand preference by 10% ? The sales effects of advertising are frequently harder to measure than the communication effects. Sales are influence by many factors besides advertising-like price, product features and availability.