A New Model For Measuring Advertising Effectiveness

Bruce F. Hall
Howard, Merrell and Partners

One of the most difficult problems faced by advertising agencies-and advertisers-remains the issue of measuring the effectiveness of the advertising they create and run. It is a rare agency relationship that doesn't encounter the question of how to measure effectiveness of the advertising investment-often one of the largest line items in the marketing budget.

Although measurement methodologies certainly contribute to the problem, this paper begins with the hypothesis that it is fundamentally a conceptual, rather than a measurement, issue. We start, therefore, by elaborating a new theoretical framework for how advertising operates on the consumer. This theoretical model then generates some clear, straightforward, and surprisingly radical alternatives to current techniques for testing advertising.