A New Model for Measuring Advertising Effectiveness

Bruce Hall

Recent developments in neuroscience and psychology are converging in a consistent view of how consumers actually 'feel' and 'think.' This paper will show how we can use that learning to address the question of how advertising works conceptually and use that conceptual foundation to suggest some new measurement methodologies.

A New Model For Measuring Advertising Effectiveness

Bruce F. HallHoward, Merrell and Partners

One of the most difficult problems faced by advertising agencies-and advertisers-remains the issue of measuring the effectiveness of the advertising they create and run. It is a rare agency relationship that doesn't encounter the question of how to measure effectiveness of the advertising investment-often one of the largest line items in the marketing budget.

Although measurement methodologies certainly contribute to the problem, this paper begins with the hypothesis that it is fundamentally a conceptual, rather than a measurement, issue. We start, therefore, by elaborating a new...

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