Abstract:

As media markets across Europe become more complex with new and different media channels available, there is an increasing onus on research to assess the performance of an advertisement in a particular medium as well as providing an understanding of its contribution to a mixed media schedule. It is our belief that any evaluation of marketing and advertising effectiveness must start with the brand vs. the overall campaign - is it meeting its marketing objectives? However, whilst it is important to evaluate the current performance of the marketing activity on the brand, it is equally important to diagnose how and why it is having that effect, and to identify leading indicators of future potential. Understanding is key to the development of existing campaigns and the creation of new ones.