Dictionary of Marketing Terms: postbuy analysis
postbuy analysis
measurement of the effectiveness of advertising at the conclusion of the media buy. Effectiveness is measured through consumer recall and recognition tests and in terms of awareness of product, knowledge of product, and sales of product, although the impact of advertising on sales may not be immediately discernible due to the influence of other external variables such as overstocking of competitive products, distribution problems, or unique activities on the part of competitors.
