Posted in Marketing and Strategy Terms, Total Reads: 349
Definition: Readership Test
A readership test is a memory test where a set of readers are asked if they remember a particular advertisement with the motive of evaluating effectiveness of an advertisement. It is mainly used for the print ads but it can also be used for TV and outdoor ads. Both recognition and recall are used to test the awareness of an advertising campaign.
Recognition is the direct technique where the reader is shown the exact advertisement whereas recall is an indirect technique.
It may help to measure the recognition power of the advertisement but it will not be able to tell if the customer understood or retained the advertisement. It will also help in understanding the effectiveness of competitor’s ads. The consumer’s attention to print ads is measured through eye tracking and other recognition techniques. However the results are not completely reliable as there are lot of external factors involved