Advertising's Greatest Hits: Profitability and Brand Value

Paul Dyson and Karl Weaver

There are many theories about how advertising works – from immediate 'new news' call-to-action-type advertising, to the more subliminal 'low involvement processing' approach. We think the one certainty about how advertising works is that there is no single process. Even for an individual, different situations allow advertising to work in different ways. All the theories out there have some merit and will be true in some situations.

At Data2Decisions (D2D) we can measure what happens at the sharp end – how people respond to advertising in terms of their purchasing behaviour. Data availability and quality have improved many-fold over the last decade, allowing us to become more accurate in measuring the payback from advertising, irrespective of how the consumer was persuaded.