Post*Testing

Why and when?

• To assess:
  » combined effect of advertising (copy) and the media used
  » advert effectiveness: outlay in relation to the goals achieved
  » advert usefulness in further communication

What do you get?

• Information regarding whether a specific advert should still be used
• Diagnosis of an advert's effectiveness in regard to getting through to consumers and its impact on brand condition
• Analysis of graph curves showing reaction - revealing the rate of change in advert effectiveness depending on the number of contacts (OTS)

How?

• Quantitative survey (CAPI) within 10-12 days of the end of a campaign
• Diagnosis of TV commercials also in the context of other media
• Habits related to watching television analysed in relation to telemetric data and compared to the campaign's media plan