Community: A Hidden Value in the Advertising Effectiveness Awards

Christine Wright-Isak and Ronald Faber

Each year advertising professionals are brought together at the judging of the Advertising Effectiveness Awards (EFFIES) to identify and reward effective advertising campaigns.

Community: a Hidden Value in the Advertising Effectiveness Awards

Christine Wright-Isak and Ronald Faber

Measuring advertising effectiveness is an issue of increasing relevance in today's business climate where accountability is a central goal of managers (Ellis and Johnson, 1993). The Advertising Research Foundation has held workshops and conferences, and has a standing committee to investigate the issue (Cook and Kover, forthcoming). Numerous speeches by executives whose firms have undertaken the challenge in various situations demonstrate the many ways to approach the issue, and the many articles on advertising impact in academic journals tell us that advertising's contribution to...

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