Advertising evaluation

The purpose of advertising evaluation is to assess the effectiveness of advertising using print and broadcast media. Normally, this evaluation is undertaken through conducting surveys in the target market. for example, Starch Readership Survey conducts thousands of interviews in one year with magazine and newspaper readers throughout the world. Major advertisers use the results to gauge the effectiveness of their advertising campaigns. Similarly TV commercials are also evaluated by a number of independent research agencies to measure the effectiveness of these commercials.