Advertising and marketing are fundamental elements in a company’s strategy, which is why measuring the actions carried out are crucial to ensure that the communication is correct and suitable for achieving the desired objectives and results.
To this end, market research offers different solutions that allow us to analyze the advertising impact of campaigns and find out whether they are accepted or rejected by the consumer and the reasons that may have led to the campaign’s failure. One of these solutions is the advertising post-test. Do you know what it consists of? Read on!
What is post testing in advertising?
The advertising post-test is an advertising test that allows you to measure the effectiveness of an advertising campaign to ensure that all its elements, as well as the advertising investment made, have met the desired objectives.
Performance analysis provides the campaign’s effectiveness in terms of the level of recall, both of the brand and the product, the level of liking of the piece, and the level of understanding of the advertising message, as well as the impact on the brand image and the impact on the purchasing attitude.
What is the purpose of post testing?
Given that advertising budgets represent one of the most significant investments for many brands measuring their results allows you to evaluate and analyze the effectiveness of your advertising. This is valuable information both for the optimization of current campaigns and for the determination of future communication strategies.
Thus, the advertising post-test allows you to measure, for example, if the reaction in sales after the launch is not as expected, if the campaign’s impact has been affected by advertising actions of the competition, or if the creativity presents some wear and tear, etc.
Benefits of post testing in advertising
Measuring the advertising effectiveness and the different aspects that contribute to the success of an advertising campaign allows brands to:
- Determine the ROI of the campaign: from the analysis of the advertising objectives set (awareness, brand image, persuasion…).
- Optimize future communications: improve any aspect not providing the desired value. For example, introduce some modifications to the campaign, change advertising elements or, if the result is optimal, maintain the actions as they are being developed.
It is important to note that unlike the advertising pre-test, which is a test that is carried out outside a real environment, the post-test is carried out with the campaign already on air or already completed. Therefore, the analysis of the effectiveness provided by the post-test includes the influence of the rest of the competitor’s campaigns with which the advertisement shares a presence in the media.
What are the differences between pre-test and post-test?
Pre-test and post-test are advertising tests that evaluate the effectiveness and efficiency of advertising campaigns. The difference between the two market studies is the time at which they are carried out and the objective they pursue in each case.
While the advertising pre-test measures the impact and quality of an advertisement before the campaign is launched. In order to optimize it before it goes live, the advertising post-test is carried out once the campaign is on air or has already ended to determine the effectiveness of the advert.
Types of post-testing in advertising
Depending on the main objective, as well as the time at which the effectiveness of the campaign is measured, it can be carried out:
- Ad recall, which is usually carried out 24 hours after the start of the campaign and aims to evaluate the impact of the launch, as well as the recall capacity generated by the advertisement among the target audience.
- Recognition test, in which users are asked to identify the different elements of the campaign to measure its effectiveness, based on the percentage of consumers who remember it after exposure to the ad.
- The recall test is more demanding than the recognition test, as its objective is to measure advertising effectiveness based on spontaneous recall of the campaign, the brand, the product, or some of its elements.
- Ad Tracking is a continuous measurement study that allows you to analyze the evolution of the impact of the campaigns that are carried out, as well as their performance according to the time and environment in which they are exposed.
- Sales test, which is used to evaluate the sales results of different advertising campaigns or different advertising media. It should be noted that the effectiveness of a campaign is not only measured by the sales achieved; it should also be taken into account that the rest of the actions carried out over time also influence the result.
How to measure advertising effectiveness? Main KPI’s
- Advertising recall determines the campaign’s impact on the target audience.
- The impact on brand image, what brand attributes the campaign is working on and whether these are the desired ones. Brand awareness measures the link of the company, brand, product, or service to the campaign.
- The level of liking or disliking of the advertisement and its main elements.
- The level of understanding and reach of the messages, to know if what is desired is being conveyed.
- The level of persuasion determines whether the campaign has an impact on the behavior of the target and whether they present a positive buying attitude.
How to run an ad post-test
The advertising post-test is carried out once the campaign has been launched or at the end of the campaign.
Through the Zinklar platform, you can create an advertising post-test at any time quickly and easily, and get the results in a few hours. Don’t wait any longer, measure now the effectiveness of your advert!