Recall or response? Ad effectiveness monitoring: the real issues

The author enters the debate about how to measure the effectiveness of advertising in the light of two principles: the (JWT-based) communication theory 'stimulus and response'; and the need for scientific method.

Recall or response?

Ad effectiveness monitoring: the real issues

Terry Prue

Two proven notions seem to have been overlooked in the current debate about effectiveness measurement. One is the idea of 'stimulus and response'; the other, scientific method.

The subject of monitoring the effectiveness of advertising has become a hot issue again. Claim and counter-claim with just a few hints of new ideas and good ideas.

It was to be expected. Any downturn in economic fortunes inevitably focuses attention on the need for companies to justify all forms of expenditure. Advertising is particularly vulnerable when under close scrutiny and...

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