Measuring the brand impact of search

Date of publication: May 7, 2009


This paper describes research undertaken to answer the questions 'What is the branding effect of search advertising and how does it compare with other media?' It is based on the measurement of the impact of search as part of a specific brand's integrated communications campaign measured in market. The case study describes a research approach that addresses issues relating to measuring search advertising as well as addressing many of the general problems in measuring Integrated Communications Campaigns.

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