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Post-testing

A communication post-test reveals whether communication objectives have been met, after the communication was implemented. Post-tests can be done periodically or continuously. They allow for better planning of communication efforts. Typical questions that are being answered by this research are:

·         What is the reach of the communication?  Did people see it?

·         Did the message come across in the way it was intended to? To what extent did people understand the message and find it credible?

·         What is the effect on the target audience’s attitude and behaviour (e.g. brand image and purchase intent)?