Methodology > Private sector > Pre- and post- advertising tests

Private sector

Pre- and post- advertising tests

Advertising, if poorly executed, can actually have an adverse effect on a brand image that has been painstakingly constructed. Advertising tests are both indispensable and difficult to carry out.

Advertising Pre-test:

We gather the opinions of a group of people who have previously been exposed to the advertisement.
This exposure can be real: people who have no prior warning of the test (“split run” method).
The exposure can be contrived: the interviewees are made aware of the test (“folder test” method).

Advertising Post test:

• exposure:
  estimation of the size of audience exposed to advertising campaign using studies/surveys
• recall:
  calculation of the number of people able to recognize an advertisement that is presented to them or for able to recall its content
• awareness:
  progression of the rate of awareness (spontaneous, assisted, calculated)
• attitude:
  identification and analysis of the evolution of the product or brand image perception following a campaign.