What should we measure?

Paul Feldwick

Reviews the history of the various theories there have been for describing and measuring advertising effectiveness.

What should we measure?

Paul Feldwick

Over time there have been successive theories for describing and measuring advertising effectiveness. Direct sales results were the most obvious goals to measure, but seemed impossibly hard to demonstrate amongst plural other factors. Long-term or 'carry-over' effects, were more promising, and intermediate objectives such as changed attitudes seemed better still - easy to measure, and relating to what advertising explicitly attempts. Too simplistic? Enter econometrics (a return to sales effects measured by calculating and excluding other influences), with their own flaws. In this circular predicament, judgment based on a range of measures (not only...

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