Good planning and control of advertising depend critically on measures of advertising effectiveness. Most advertisers try to measure the communication effect of an ad, that is, its potential effect on awareness, knowledge or performance.
Communication effect reaches seeks to determine whether an ad is communicating effectively. Called copy testing, it can be done before an ad is put into media and after it is printed or broadcast.
There are three major method of advertising pre testing. The first is the direct rating method, which asks consumers to rate alternative ads. The second is portfolio tests which asks consumers to view and/or listen to a portfolio of advertisements, taking as much time as they need. Consumers are then asked to recall all the ads and their contents, aided or unaided by the interview. The third is laboratory tests which use equipment to measure consumers physiological reactions- heat beat, blood pressure, pupil dilation, perspiration-to an ad.
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Public relations is define as a variety of programmed designed to improve, maintain or protect a company or product image.
PR department perform the following five activities-
Press Relation:- The aim of pres relations is to place newsworthy information into the news media to attract the attention to a person product or service.
Corporate communication:- This activity covers internal and external communications and promotes understanding of the organization.
Product publicity:- Product publicity involves various efforts to publicize products.
Lobbying:- lobbying involves dealing with legislators and government officials to promote or defeat legislation and regulation.
Counseling:- Counseling involves advising management about public issues and company position and image.
The appeal of public relations is based on its three different qualities-
High creditability:- News stories and features seem more authentic and credible to readers then ads to.
Off guard:- PR can reach many prospects who might avoid sales people and advertisements. The message gets to the buyer as news rather then as sales directed communication.
Dramatization:-PR has, like advertising, a potential for dramatizing a company or product.
Marketing PR can contribute to the following tasks:-
Assist in the launch of new product
Assist in repositioning a mature product
Build up interest in product category
Influence specific target groups
Defend products have encountered public problem
Build the corporate image on its products.
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