The forth M – Media and fifth M Measurement of Advertising

The next  is fifth M of Advertising …

MEASUREMENT Fifth M of Advertising

Evaluating the effectiveness of the Advertisement Program is very important as it helps prevent further wastage of money and helps make corrections that are important for further advertisement campaigns. Researching the effectiveness of the advertisement is the most used method of evaluating the effectiveness of the Advertisement Program. Research can be in the form of:

  • Communication-Effect Research
  • Sales-Effect Research

There are two ways of measuring advertising effectiveness.

They are:


It is the assessment of an advertisement for its effectiveness before it is actually used. It is done through

  • Concept testing

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