WORLDWIDE MULTI MEDIA MEASUREMENT
should we forget advertising awareness?
Valérie MorrissonPierre Gomy
Abstract
Advertising awareness, the most used ad efficiency metric, is increasingly questioned by advertisers. Indeed, this measure is based on old economic theories of the consumer behaviour. In the 90s, academic researches, in particular those based on neurosciences, dramatically improved our knowledge of how memory works and how attitudes develop. Most advertisers recognise that ad awareness is saturated for well established brands, however it is still the most used metric. In this context, it is becoming urgent to propose new ways of measuring advertising efficiency, new industry standards. TNS contributes to this debate by sharing results obtained with several alternative measures, in particular emotional and implicit attitudinal measures.Valérie morrisson
Valérie Morrisson is a Business Unit Director at TNS Sofres, in charge of the Technology and Media Practice. She has been in the market research industry for 17 years. During this time, she has conducted many advertising pre and post tests for local as well as global clients, across many sectors including fmcg, media, automotive, retail and technology.
pierre gomy
Pierre has developed his career mostly in Market Research agencies (GFK and NFO) and was continental Europe R&D Director for Millward Brown since 2003. Pierre has a strong experience of advertising research both from the client service and technical side, in particular in the pre-test and tracking area. He joined the current Brand & Ad global team in Sept 2006 as Development Director of TNS Brand and Communication center of expertise
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