Long-term branding: How can monitoring research contribute?

Jeremy Elliott

Research designed specifically to measure the progress of advertising campaigns in the market - monitoring research - is underused and underdeveloped, as can be shown from the author's analysis of 25 published IPA Award papers.

Long Term Branding: How Can Monitoring Research Contribute?

Madrid '85

Jeremy Elliott J. Walter Thompson

If the past is to continue to work for the brand in the future, we have to answer two questions. The first and obvious question is: How do you know the advertising was effective? Not so long ago it was commonly said that you could not measure advertising's effects because you could not separate them out from the effects of other market factors. Hence the arguments one used to hear that, since it was not possible to measure advertising, we should measure something...

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