How effectively can ad research predict sales?
Dominic Twose and Dale Smith
A result of an increasing demand for short-term sales, coupled with an astonishing rate of media fragmentation, is that the advertising industry is under huge pressure to demonstrate its effectiveness. This is where market research can help.
Tracking studies that measure advertising recall and brand health might identify what is going on in the consumer's mind, but they do not identify the precise impact that advertising has on sales. With today's complex campaigns, sales-response modelling rarely identifies sales effects at the individual-ad level. And while virtually...