This paper discusses the various ways that have been used over the years to measure the impact advertising has on consumers, ranging from tracking peoples' awareness and/or recognition of advertising and brands, via more in-depth probes about how people feel about them, right up to the latest neuroscientific approaches being pioneered.
Which is the better measure: ad awareness or ad recognition?
Andrew GreenZenithOptimedia
BACKGROUND
Increasing advertising clutter is a worldwide phenomenon, as is massive growth in the number of brand, product and media choices available to consumers. To...
