How to Test Your Printed Materials Advertising Campaign

Print advertising differs from television advertising campaigns. Television advertisements are normally limited to a 15 to 30 second slot. A lasting and impressionable image must be created within a few seconds. However, print materials advertisements are not bound by time, like television ads. Instead, printed advertising is bound by space.  An advertisement could be a single page flyer or fractional page spread, but the goal remains to communicate a message to the target market.

Measuring Quality

The reader is in complete control of their experience while reading a printed advertisement. This means that even though a printed advertisement is placed in high circulation and reaches a great number of readers, it does not mean it is effective. Even if readers look at an advertisement, it does not mean that it motivates them to any action.

Variety is Crucial

The method of evaluation should be multifaceted when determining the effectiveness of an advertisement. Testing for only one measure makes it difficult to draw comprehensive conclusions. Advertisements should be analyzed before with pretests and assessed afterwards with post tests to gather the most precise data about a campaign.

Metrics

Metrics to use during testing can include audience engagement, interaction rate, interaction over time, or length of time engaging with the advertisement. Common metrics for brand effectiveness include: ad recall, whether or not a brand is favorite, and purchase intent.

Suggested Tests

While it is highly recommended that you conduct some sort of testing on your advertising campaigns, the level of accuracy in your conclusions is affected by how much you invest. Simple post testing methods such as inquiry tests account for how many inquiries were made about your product after the printed advertisement went into circulation. Focus groups and well designed questionnaires give you more information, but require more investment. Highly structured laboratory research eliminates variables, but removes the ability to observe natural behavior in the field.

About GravesPrinting.com

Gary Graves is the Principal of the GravesPrinting.com.  GravesPrinting.com helps small business owners and company purchasers to maximize their dollars being spent by ordering online and still get a high-quality product.  Once an order is placed you can track the order from uploading to proofing, to printing and cutting and finally delivery to your front door.  GravesPrinting.com offer all business products such as business cards, letterhead, brochures, flyer, postcards as well as direct mail services and digital printing for small quantities.