Answer to Question 1
Evaluation of advertising effectiveness after the campaign is called a posttest. Advertising objectives often determine what kind of posttest is appropriate. If the objectives' focus is on communication-to increase awareness of product features or brands or to create more favorable customer attitudes-the posttest should measure changes in these dimensions. Advertisers sometimes use consumer surveys or experiments to evaluate a campaign based on communication objectives. These methods are costly, however. In posttests, generalizations can be made about why advertising is failing or why media vehicles are not delivering the desired results.
Posttest methods based on memory include recognition and recall tests. Such tests are usually performed by research organizations through surveys. In a recognition test, respondents are shown the actual advertisement and asked whether they recognize it. If they do, the interviewer asks additional questions to determine how much of the advertisement each respondent read. When recall is evaluated, respondents are not shown the actual advertisement but instead are asked about what they have seen or heard recently.
Recall can be measured through either unaided or aided recall methods. In an unaided recall test, respondents identify advertisements they have seen recently but are not shown any clues to help them remember. A similar procedure is used with an aided recall test, but respondents are shown a list of products, brands, company names, or trademarks to jog their memories.
Answer to Question 2
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