The Relationship between Brand Usage and Advertising Tracking Measurements: International Findings

Consumer liking of an ad does not cause noting, neither does noting cause liking. Usage causes both.

The Relationship between Brand Usage and Advertising Tracking Measurements: International Findings

Butch Rice Research Surveys (Pty) Ltd. andRichard Bennett Market Facts of Canada, Ltd.

Every advertiser wants to know whether its advertising is producing results. In an ideal world, the most convincing demonstration of powerful and effective advertising is an immediate and sizable increase in sales volume. In the real world, we know it is rarely that easy to establish such a clear cause and effect relationship. For that matter, it is even more difficult, if not impossible, to come up with a universally acceptable definition...

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