Evaluating the effectiveness of communications on the underlying brand relationship

Rosie Hawkins and Neil Coburn

This paper shows how two principles of advertising and brand research, originally developed by the research agency for above-the-line evaluation, are equally relevant to the evaluation of below-the-line and fully integrated communications.

Evaluating the effectiveness of communications on the underlying brand relationship

Neil Coburn, Hall Partners, United Kingdom; Rosie Hawkins, Hall Partners, United Kingdom

INTRODUCTION

It was only a few years ago that the market research industry woke up to acknowledge that different advertising works in different ways, and that it is essential to measure all the different ways in which it can work in order to explain how, and how well, it is working. Then, the emphasis was on above the line advertising. But our learning on above the line applies to every form of marketing communication. This...

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