Measuring the Immeasurable
New Ways of Capturing the Hidden Power of Advertising

List of publications
Visual Description
Visual Description

Author(s): John Faasse, Andy Santegoeds, Nicole Scheibenreif
Collection: WM3 - Worldwide Multi Media Measurement 2008
Keywords: Audience Research

PDF version (download)
Display prices in :
EUR 15.00
Members: EUR 0.00

The effectiveness of advertising is diminishing. A fragmenting audience, increasing advertising overload and the consumer's growing possibilities of avoiding commercials threaten the relevance of 'above the line' advertising. 'Traditional' measures of advertising effectiveness are not always successful at capturing the effect of 'in-programme sponsoring'. This can be attributed to the fact that this form of advertising evokes mainly low-involvement processing. By using psychological tests to measure implicit brand associations, this presentation shows how new ways to measure the immeasurable have been developed.

Date of publication: 01.06.2008
ISBN: 92-831-0222-3
Order Code: S330_04
Number of pages: 9

Shopping basket

Your basket is empty

Are you a member?

Log in to obtain special member prices or to download publications for free.

 Sign in  Send me my password

Not a member? Read more about membership benefits
For marketer strategists and intelligence providers worldwide, our publications represent the leading edge thinking in marketing, advertising, media and market research.

This publications service offers the opportunity to view and purchase the complete range of ESOMAR reports, books and individual papers.

For further information about publications contact ESOMAR Publications Services: