Viewpoint: How not to assess advertising
Dominic Twose
There is a form of advertising assessment occasionally used, based on ad recognition. To take an example: ‘Respondents were first asked the favorability question, and then shown selected video sections of each of the advertisements to ascertain whether or not they had seen them before. The brand favorability scores were then split between those who recognized and those who did not recognize the advertisement. This produces a “shift” in favorability … that indicates the extent to which the advertising has improved the brand relationship while on air’ (Heath, Brandt & Nairn 2006)....