TV advertising effectiveness. How to measure and judge TV ads effectiveness with single source data

Klaus Kindelmann and Raimund Wildner

The paper presents a study in which the short term effects of advertising on purchase behavior were measured with single source data from a micro test market.

TV Advertising Effectiveness. How to measure and judge TV ads effectiveness with single source data

Raimund Wildner, GfK Holding, Germany; andKlaus Kindelmann, MGM Media Gruppe Munich, Germany

TV Market and effectiveness research

You are a producer of brand articles and satisfied with how the effectiveness of your TV advertising is measured? Or else, your job is to catch results for your marketing and you are convinced of the power of effectiveness measurement methods? You aren't? It seems you know about the shortcomings of effectiveness research, the lack of indicators and methods to measure the success...

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