Abstract:

The UK is well served by data sources dealing with audience/readership and by others showing comparative sales performance. But most marketing companies look to advertising to perform in several intermediate areas, short of sales. They then measure campaign performance via do-it-yourself surveys. It is suggested that there should be added to the syndicated media research and syndicated sales research already in place a syndicated advertising performance monitor. This would simultaneously evaluate advertising performance on a brand by brand basis and measure the influence of different media patterns, both between brands and between areas within brands. The existence of a syndicated advertising performance monitor allows the researcher to be more efficient in measuring the contribution made by advertising to changing the image character.