You'll Have to See This!
Measuring ad Effectiveness by Quantitative Comparison of Qualitative Dimensions
Marije Andela and Bas de VosSter, Netherlands
INTRODUCTION
Most research on television effectiveness focuses only on campaign reach and sales effects. Although this is relevant research, it lacks information on the very foundation of effectiveness: the television advertisement itself and the way in which the audience processes its message.
In 2002, in collaboration with MarketResponse Netherlands, Ster devised a new method for the measurement of the processing of television ads by audiences. This research yields learnings on specific brands and the way members...