Pre-testing and post-testing methods

Pre-testing and post-testing methods

Bachelor of Business Studies (BBS) — Fourth Year

Subject: Fundamentals of Advertising (MKT 253)

Unit 10: Testing of Advertising Effectiveness

Academic Year: 2083/84

Topic Objectives

After studying this topic, students should be able to:

• Explain the scope and key elements of pre-testing and post-testing methods.
• Apply the relevant marketing concepts to a defined customer group, market or business decision.

Curriculum Scope

• Types of testing
• Pre-testing and post-testing
• Methods of pre- testing and post-testing

Detailed Microsyllabus

1. Pre-testing

   1. Explain concept, copy and execution testing before release.
   2. Compare interviews, group discussion and relevant experimental approaches.
   3. Assess comprehension, attention and intended response.

2. Post-testing

   1. Explain recognition, recall, tracking and response methods.
   2. Select evidence aligned with campaign objectives.
   3. Interpret sales or inquiry changes alongside other influences.

3. Method selection

   1. Compare practicality, validity and cost.
   2. Specify sample and timing limitations.
   3. Report results and recommended revisions clearly.

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Curriculum reference: Tribhuvan University, Faculty of Management, revised four-year BBS curriculum, PDF pages 106–108.

Source note: The curriculum scope above is retained from the existing TU syllabus breakdown. The numbered study subtopics are editorial elaborations for teaching and study, rather than a separately issued TU syllabus. Unit or component allocations apply at their stated level; no separate topic hours or marks are assigned here. Examples involving current laws, rates, institutional products or Nepalese status must identify the relevant period and official materials; no changing numerical or legal requirements are invented here.