The Feldwick Factor - Evaluating brand created media

Paul Feldwick

In his regular column, Paul Feldwick considers what the best ways are to test the effectiveness of brand activity in created, earned and owned media.

The Feldwick Factor – Evaluating brand created media

Paul Feldwick

Q: What are the best ways to test the effectiveness of brand activity in created, earned and owned media? Most of the measures are media ones, such as audience reach and dwell time, rather than brand building measures, such as favourable opinion, consideration, or even sales and price premium.Tom Morton, executive planning director, TBWA\London

A:It depends whether you think about 'earned and owned media' as an input or an output. When millions visit your website, and some post comments, photos or videos, or when your story gets loads...

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