Is My Advertising Building Brand Equity?
Rosana CoutoBusiness Director, Indicator Pesquisa de Mercado, Brazil. Leda KayanoMarket Research Director, Motorola, Brazil. and Tom GallagherRegional Director (Americas), NFO MarketMind, United States.
OVERVIEW
'Advertising is a game of chance. Even if you are a major marketer, served by a major advertising agency, you have around a 50% chance of running advertising that won't do anything for you and in some cases will actually hurt your brand.' Marder (1997)
An emphasis on advertising awareness and advertising diagnostics is no longer sufficient for evaluating the impact of advertising and...