|Author(s): Jennifer Taylor
Collection: WM3 - Worldwide Multi Media Measurement 2010
Keywords: Advertising Research
ESOMAR Best Paper Award 2010/2011
|PDF version (download)|
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Over 40 years ago Bass and Parsons declared that measuring the impact of advertising on sales is the most difficult and controversial problem in marketing. While still a challenge today, measurement of the effect of advertising has progressed. Marketers now have options including examining salience, aggregate sales uplifts or using gold standard single-source data to measure advertising effects. It may seem that engagement metrics are a natural progression in measuring the effect of advertising, but this paper asks if the debate about engagement is where attention should be directed.