Using Internet to Measure Advertising Effectiveness

Ake Wissing

The same fundamental conditions are required when conducting market research via the Internet as for all other types of market research.

Refinement of Web Question Techniques and Tools

Using Internet to Measure Advertising Effectiveness

ke WissingManaging Director, ke Wissing & Co., Sweden.

BACKGROUND AND OBJECTIVE

I have devoted a major part of my life to study how advertising works in general and in different media especially TV, print and outdoor. In 1975 I developed a model for More Group Sweden (previously Wennergren-Williams AB) in order to measure outdoor advertising through face-to-face interviews. Our objective was to measure recognitionby showing the ads which gives totally different information than, for example, aided recall. We primarily post-tested outdoor...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands