Measuring the immeasurable

Date of publication: June 1, 2008

Abstract:

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.

Nicole Scheibenreif

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Andy Santegoeds

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John H. Faasse

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Research Papers

Research Papers

Research Papers

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