TV Press
Measurement of short-term effectiveness on sales
Carole Fagot Media Marketing Manager, EMAP France, France. andFrançois Charton Research Manager, CIA Le Lab, France.INTRODUCTION
Several methodologies have been developed to measure the effects of advertising, which all rely upon a single principle: a variable of interest (sales, awareness, image, recall) and exposures to a campaign are measured, and a regression analysis is conducted to evaluate the correlation between them. Three categories of tools exist, which differ on the variables analysed and the measurement of exposures: response curve post-test tools, single source sales analysers and econometric...