Evaluation and advertising efficiency and effectiveness. A data fusion model

Andres Varas del Canto, Patricio Moyano Galdames and Eduardo Albornoz Guillen

This report is a methodological proposal for creating a data fusion model whose product is an index, called Ad-Point, which integrates brand advertising investment, media management, and the real response of the target markets.

Evaluation of Advertising Efficiency and Effectiveness: A Data Fusion Model

Eduardo Albornoz Guilln  Vice President, Time Group, ChilePatricio Moyano GaldmesDirector General, Time Group, ChileAndrs Varas del CantoGeneral Manager, Time Research

THE SITUATION 

The situation that we are dealing with is that of carrying out a followup study of advertising efficiency and effectiveness. 'Efficiency' refers to the optimal use of advertising investment resources, and 'effectiveness' to the response of the target market population, the positioning of the brands in the consumers mind, and his/her attitude towards them. 

Therefore, the main goal is to create an...

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