Introduction advertising unit Structure

10. Simulated Tests :
Simulated tests are tests in which 
consumers are exposed to alternative pieces of copies through 
point of purchase displays of direct mail. These tests are simple 
and less expensive to implement than actual sales tests. However, 
they are artificial. 
Benefits of Pre-Testing : 
(i) To check clerical, grammatical, printing or technical errors. 
(ii) To make communication more effective from readers points 
of view. 
(iii) Minimise waste in advertising. 
(iv) To make it m ore meaningful and effective. 
(v) It is simple, less time consuming, and less costly. 
15.3.4 Methods of Post-testing : 
 
Tests that are applied after the commencement of the 
advertising campaign are called post-tests. Post-testing enables to 
study the impact of advertising on the effective sales promotion.The 
following are the methods of Post-testing : 
1. Recognition Tests :
Under this method the respondents are 
asked to point out the contents of those advertisements which they 
might have seen. The objective of this test is to know the degree of 
effective impact of advertisement. 
2. Recall Tests :
Under recall tests the entire advertising campaign 
is considered as against recognition tests. Where only specific 
advertisements are considered Recall tests are applied to measure 
the attention, interest and memory value of advertisements after 
they have been launched. 

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3. Inquiry and Coupon Response :
Under inquiry testing, the 
advertiser sends a free sample to the reader, on request. The 
reader is expected to mail the coupon to take advantage of the 
offer. It is quite likely that such advertisements are given 
simultaneously in different publications of the newspaper or 
magazine. The advertisements are keyed in order to know which of 
the several advertisements resulted into more response. It is 
assumed that the advertisement which brings largest number of 
inquiries is superior to others.