Assessing the Effectiveness of Advertising: Research Methods
Measuring the impact of advertising has been a top concern of advertisers for over 100 years. A now famous quote by John Wanamaker, department store owner in the early 20th century, demonstrates this point: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
A large part of the challenge is that advertising is only one part of the marketing function that influences consumer buying. A firm vies for customers in an intensely competitive market place where price, distribution, and product differences all work in concert to differentiate the offerings to consumers. Isolating the impact of advertising amidst this complexity is very challenging.
The sought-after accountability of print media advertising depends on valid and reliable research methods. The works below present a much needed comprehensive review of methodologies used to measure the impact of advertising.
The Case for Print Media Advertising in the Internet Age - Chapter 2: Assessing the Effectiveness of Advertising: Methods and Findings - Patricia Sorce and Adam Dewitz
Cross-Media Measurement: the new medium necessitates a new approach to an old problem - Rex Briggs
