In quest of the Holy Grail. The bumpy road from OTS to Certainty to See

Lucas Hulsebos, Herman Bos and Marion Appel

Advertisers seek accountability: ad effectiveness of media should be an integral part of planning and evaluating schedules, taking into account both single media and cross media effects.

In Quest of the Holy Grail

The Bumpy Road from OTS to Certainty to See

Herman BosVerify Nederland, Netherlands

Lucas HulsebosIntomart GfK BV, Netherlands

Marion AppelReed Business Information, Netherlands

BACKGROUND: THE ARF CIRCLE

Looking at the ARF model, there are some problems in determining the fourth step, namely advertising attentiveness. It is the first step in the ladder where the opportunity to see is determined by both the medium and the ad content itself. It estimates the degree to which the reader/viewer/listener is focused on the advertising message to which he or she has been exposed. It...

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