Measuring the immeasurable - new ways of capturing the hidden power of advertising

John Faasse, Andy Santegoeds and Nicole Scheibenreif

The effectiveness of advertising is diminishing. A fragmenting audience, increasing advertising overload and the consumer's growing possibilities of avoiding commercial threaten the relevance of 'above the line' advertising.

Measuring the immeasurable – new ways of capturing the hidden power of advertising

John FaasseKobalt, Netherlands

Andy SantegoedsResearch & Intelligence, RTL Nederland, Netherlands

Nicole ScheibenreifIntern, Kobalt, Netherlands

INTRODUCTION

The 'Hidden...

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