Unit 5 · Control, Measurement and Ethics · Module 35 of 40

Pre-Testing and Post-Testing

Learning objective

Use concept tests, animatics and copy tests before launch; recall and tracking after.

Concept summary

Pre-testing reduces waste by checking comprehension, branding, and persuasion before production spend. Post-testing measures delivered effect through recall studies, brand trackers, sales lift and holdout comparison. Both need consistent measures to be comparable.

Application task

Specify a pre-test and a post-test for one ad, naming sample, measure and decision rule.