You’ll have to see this! Measuring ad effectiveness by quantitative comparison of qualitative dimensions

In 2002, in collaboration with MarketResponse Netherlands, Ster devised a new method for the measurement of the processing of television ads by audiences.

You'll Have to See This!

Measuring ad Effectiveness by Quantitative Comparison of Qualitative Dimensions

Marije Andela and Bas de VosSter, Netherlands

INTRODUCTION

Most research on television effectiveness focuses only on campaign reach and sales effects. Although...