Pre-test & Post-test Advertising

Also known as: Before-After, Campaign Evaluation, Pre/Post Study

Measurement of brand metrics before and after an advertising campaign to evaluate its incremental impact.

The Pre-test / Post-test Advertising methodology is an effectiveness evaluation where key brand metrics—awareness, consideration, purchase intent, image attributes—are measured before a campaign starts (pre-test) and after its airing period (post-test), to quantify the change attributable to the campaign.

The basic design measures change over time within the same market. More robust designs use a control group (market not exposed to the campaign) to control for external factors that might have caused the change independently of the advertising.

Atlantia integrates pre/post-test as a standard component of advertising effectiveness evaluation, complementing continuous brand tracking data.