This is the first of three articles by Spike Cramphorn on effective advertising research. He highlights the importance of the brand-person-relationship (PBR) and describes how pre- and post tests should provide detailed pictures of the effect of advertising on PBR He considers that there are seven considerations when testing advertising:- (1) good creative is essential; (2) most advertising effect is immediate; (3) attention is influenced by pre-existing product involvement; (4) most advertising learning is implicit; (5) brand knowledge is stored all over the brain; (6) emotions dominate reason in decisions; (7) people recall faces better than names (it is better to rely on recognition than recall).
Measuring
Brand Advertising in the
Third Millennium
Spike
CramphornAdd+impact
In
the last decade there
have been numerous new
insights into how human
beings acquire their
knowledge of the world
around them. These
insights change our
understanding of the way
advertising is processed,
but they have not yet
been assimilated into
measures of advertising
effectiveness.
Robert
Heath (1) conjectures
that advertising research
procedures will not adapt
to the challenges
presented by new
learning. He may be
right. Hollis and du
Plessis (2) argue that
what Millward Brown does
is good enough. We
believe that Heath is
unduly pessimistic and
those...