TESTING THE EFFECTIVENESS OF ADVERTISEMENTS.

The article discusses the importance of testing advertisements, and examines some of the methods used to do so. The author points out that many advertisements are not as effective as others that cost the same amount, and as such is the case, it is of great concern to an executive to test the effectiveness of an advertisement before it is implemented. The five elements of a successful advertisement are presented as well as a general method for testing the effectiveness of the advertisement with respect to these elements. Lastly, the author analyzes data from some of the methods to show how the data can be interpreted and which methods of testing are most accurate.