Marketers Who Measure the Wrong Thing Get Faulty Answers

Rex Briggs

The purpose of this article is to address why older advertising measurement systems (based on outdated theories of how consumers process information) are specifically leading to some marketers getting faulty answers that may undermine marketing return on investment (ROI).

Marketers Who Measure the Wrong Thing Get Faulty Answers

Rex BriggsMarketing Evolution

BACKGROUND

We have observed many marketers who are skeptical of advertising research. They mistrust it-and rightly so! Despite advances in neuroscience and the recent emergence of practical measurement systems based on the design of experiments that can accurately isolate and measure advertising impact, the majority of advertising measurement performed today is rooted in some rather antiquated research theories and approaches. The approaches that were developed more than 30 years ago, based on a theory of how consumers process advertising developed...

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