Abstract:
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.
This could also be of interest:
Research Papers
Measuring the impact of communication
Catalogue: ESOMAR/WAPOR Congress 1959
Author: Ruth Ludwig
 
June 15, 1959
Research Papers
The End of Dinosaur Advertising: Measuring Brand Effects Today
Catalogue: Congress 2022: 75th Anniversary
Authors: Brinda Mathew, Kalle Backlund, Svetlana Kosoleva
Companies: Nepa Sweden, Ikea
September 23, 2022
Research Papers
Pro-search
Catalogue: ESOMAR Worldwide Qualitative Research Conference 2004
Authors: Frank van den Driest, Jochum Stienstra
 
November 28, 2004
