Although TOEFL® scores are used primarily to satisfy the admissions requirements of universities, they are also necessary when applying for certain kinds of jobs. Many government agencies as well as multinational corporations require applicants to submit TOEFL® scores. | Marketing 73 2 2. ffl I ead the following passage. Then fill in the diagram with the information that you read. Track 29 Pretesting and post-testing offer ways for advertisers to gain a deeper understanding of the effectiveness of advertising. Both pretesting and post-testing analyze the popularity and public opinion of a particular advertisement. These different methods of assessing advertising are used by many advertisers in order to reach consumers in the most effective ways. In pretesting advertisers ask the public various direct questions about the effectiveness of their advertising techniques. This takes place before the ads are aif d on television radio magazines or other media. Often people are invited to view an ad in a controlled environment. The advertisers then ask if a particular ad conveys its intended message. Advertisers also want to know if the ad is likely to motivate people to purchase the product or service. In addition advertisers want to see if it had the desired effect upon consumers. In the a humorous commercial the advertisers have the opportunity to see whether or not it will actually make the viewer laugh. Through the use of direct questions r they can discover if specific goals of advertising are being met. Responses can be utilized to test possible alternative advertisements. Advertisers can increase the level of control in the early parts of a commercial s developmental stages. On the other hand post-testing involves methods that analyze ads after they have aired. Respondents are often asked questions similar to those in pretesting. In post-testing though respondents are often asked to compare a certain commercial to other commercials. The goals of both types of testing are similar. However advertisers also ask viewers to consider their message in relation to their competitors. This allows advertisers to discover the extent to which a commercial will be remembered amongst competing ads. This feedback from recall tests gives an
