Introduction advertising unit Structure

(ii) Word Association :
The researcher presents a word and the 
respondent is asked to reply with first word or throught that comes 
to his mind. For example? What is the first things you think I say 
toothpaste? Or automobile? 
(iii) Sentence Completion :
The researcher shows an incomplete 
picture or puts an incomplete sentence and the respondent is 
asked to complete the picture or sentence. 
15.5 POST-TESTING METHODS : 
 
Advertising evaluation can be done even after the advertising 
campaign is over When advertisements are tested after the 
campaign is over, it is known as “postmortem” of the advertisement 
effectiveness. 
The post-testing methods of advertising effectiveness are as 
follows : 

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1. Recall Tests : 
This test is made to measure the memory value of the reader 
(respondent). The procedure is to select a group of respondents 
and it is confirmed that they have read the particular issue of the 
magazine. The respondents are given cards on which the names of 
all products advertised in the issue are shown. The respondents 
are asked to list each ad they think have seen and tell what it looks 
like. Question can be asked on the message, colour, headline, etc. 
to find out the impact value. 
The merit of the test is to measure the depth of impression 
which an ad leaves on the respondents mind. This test can also be 
conducted with some aid and are called as “aided recall test”. 
 
2. Readership Test :
This test finds out what the readers read and how well they 
remember it. The advertisement to be tested is to be published in a 
newspaper or a magazine. The an interviewer carrying a copy of 
that medium asks the persons to be interviewed and asks them 
which newspapers or magazines, they read, what advertisements 
have been seen and remembered and their effectiveness. The 
advantage of this method is that, a comparative evaluation is 
possible and it focuses on the ways of getting attention. 
However, the drawback of this method is that it assumes that 
readership means sales. It is not always that whatever 
advertisements we read we do buy.