This chapter introduced you to issues involved in measuring the effects of advertising and promotions. These issues include reasons for testing, reasons companies do not test, and the review and evaluation of various research methodologies. We arrived at a number of conclusions: (1) Advertising research to measure effectiveness is important to the promotional program, (2) not enough companies test their ads, and (3) problems exist with current research methodologies. In addition, we reviewed the criteria for sound research and suggested some ways to accomplish effective studies.

All marketing managers want to know how well their promotional programs are working. This information is critical to planning for the next period, since program adjustments and/or maintenance are based on evaluation of current strategies. Problems often result when the measures taken to determine such effects are inaccurate or improperly used.

This chapter demonstrated that testing must meet a number of criteria (defined by PACT) to be successful. These evaluations should occur both before and after the campaigns are implemented.

A variety of research methods were discussed, many provided by syndicated research firms such as Ipsos-ASI, MSW, Arbitron, and A. C. Nielsen. Many companies have developed their own testing systems. There has been an increase in testing through the Internet.

Single-source research data were discussed. These single-source systems offer strong potential for improving the effectiveness of ad measures in the future, since commercial exposures and reactions may be correlated to actual purchase behaviors. It is important to recognize that different measures of effectiveness may lead to different results. Depending on the criteria used, one measure may show that an ad or promotion is effective while another states that it is not. This is why clearly defined objectives and the use of multiple measures are critical to determining the true effects of an IMC program.