Abstract:

In 2002, in collaboration with MarketResponse Netherlands, Ster devised a new method for the measurement of the processing of television ads by audiences. This paper will describe how this method was developed and how it is used for measuring ad effectiveness for individual brands and product industries. Based on a database of cases, which currently comprises over 4,000 observations, the authors describe general learnings about what works in television advertising and what does not. Predictive variables of ad recall, ad likeability and brand recognition are demonstrated. The general conclusion is that effective advertising includes both attention and bonding. This paper gives insight into how this can be accomplished.