Monitoring advertising performance - the connection between ads, brand awareness and other perceived brand attributes

Jan Stapel

A description of NIPO's Brand Monitor advertising tracking service in the Netherlands. Case history examples are used to show the relationships between brand awareness and intention to purchase, between ad appreciation and other measures, and the rapid effect of advertising on a previously unadvertised biscuit brand.

Monitoring advertising performance

- the connection between ads, brand awareness and other perceived brand attributes

Jan Stapel

Noting that the effects of advertising have always been most evident in the context of new product launches, Jan Stapel recalls the immediate sales effect of advertising for a previously unadvertised biscuit brand in 1971. Turning to the present, and citing data from three Dutch markets - durables, beverages, and an fmcg category - he shows the relationship between durable brand awareness and intention to purchase, and also correlations between ad appreciation and other key measures. A causal model (relating brand awareness with...

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