Designing Post-Testing for the Third Millennium

Spike Cramphorn


Suppose this is 1982 and you need to find out the effectiveness of an advertising campaign. You have no pre-existing knowledge of post-testing or tracking, but you have looked into the future and are aware of everything we now know in 2002 about how the mind takes in and stores information.

Your final recommendation, to use recognition-based ongoing intermittent tracking, does not resemble the CATI-based advertising recall tracking systems that came to dominate advertising post-measurement between the 1980s and today. Why?

Let us retrace the decision process that has led to such a different outcome.

This was a typical scenario where the advertising objectives were a unique mix of brand information, brand awareness creation, brand attitude shift, and the eventual generation of consequent brand 'sales'.