Recent Developments in the Measurement of Advertising Effectiveness. The Third Generation

Flemming Hansen

It is well known that advertising works - sometimes. Underlying this, of course, is the fact that remarkably little is known about how, when and why it works.

Recent Developments in the Measurement of Advertising Effectiveness. The Third Generation.

Flemming HansenCopenhagen School of Business Administration and Economics, Denmark

INTRODUCTION

This paper deals primarily with pretesting; that is, testing copy before it has been inserted or broadcast. More aggregated measures or 'tracking' of effects as the campaign progresses are not included. However, it is not uncommon for pretesting to be carried out on the air, that is, related to single exposures, either experimentally inserted, or simply by tying the test in with the very first broadcast of the spot or insertion of the advertisement. It makes good sense...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands