If my ad awareness goes up, will my sales increase too?
Andrew GreenZenithOptimedia
As the number of brands and advertisements competing for consumers' attention has grown, advertising recall scores have fallen. This decline1 has been noted in US studies of television advertising from the 1960s to the 1990s. From polling viewers immediately following a commercial break, it was found that while, in 1965, 40% could remember at least one commercial, this had shrunk to just 16% by 1990.
Accountability and Return On Investment (ROI) are central to the role of marketing today. Given the challenges of connecting...