alternative testing methods. Arousal is an indicator of the advertisement's ability to grab attention and engage the consumer in the message. EEG testing is a cumbersome and invasive testing method which militates against routine use in advertising testing. Functional magnetic resonance imaging (FmRI) FmRI is a technique that enables researchers to monitor activity in specific areas of the brain. This technique has been used to identify specific brain networks associated with pleasure and arousal associated with advertising. Post-testing The aim of post-testing is to provide indicators of how well a given campaign is achieving the desired communications objectives, so that corrective action and fine-tuning can occur during the campaign as well as to evaluate the effectiveness of advertising expenditure in order to provide benchmarks for future advertising programs. Techniques used in post-testing depend on the media employed, and may include such tests as Starch scores, day-after recall tests (DAR), campaign tracking, advertising ROI and other measures. Starch scores Starch scores were developed by Daniel Starch in the 1920s to evaluate the copy effectiveness of print advertisements, and are still in use today. A consumer is shown a magazine page by page and subsequently asked whether they had noticed any part an advertisement. If they answer, 'Yes', the interviewer asks the respondent to indicate which parts of the ad were noticed. For each advertisement, three scores are calculated: (1) Noted – the percentage of readers who recognize the advertisement as one they previously saw in the magazine issue (designed to capture the advertisement's ability to grab attention) (2) Associated – the percentage of readers who saw or read any part of the advertisement that clearly indicated the brand advertised (designed to indicate the level of brand processing) (3) Read most – the percentage of readers who read half or more of the ad's written material (an indicator of reader involvement or engagement) Day-after-recall tests (DARs) Day-after-recall (DAR) tests were developed by George Gallup in the 1940s and are still used. DAR tests provide a measure of the percentage of the people who recall something specific about an ad (e.g., sales message or a visual) the day following exposure. Interviewers ask questions designed to elicit: (a) Unaided recall – when respondents remember any commercials for the product category in question (b) Aided recall – when respondents remember seeing a commercial for Brand X (c) Copy points – when respondents can recall what