Measuring advertising effectively

Abstract

This report examines the key issues that should be considered by advertising management before decisions are made concerning the measurement of advertising performance. The report is in the form of concise statements on the various issues for consideration. These statements encapsulate current knowledge, practice and ideas. The report aims to provide a clear guide to the use of the various methods of measurement that are available. It aims to put into context many of the arguments for and against particular methods, by demonstrating their relevance to advertising management. Lastly, the report provides a checklist and summary of the main requirements for measuring advertising performance. Most of the material and examples are drawn from advertising in the mass media but it is believed that many of the principles and concepts that are advocated are equally relevant to other channels of marketing communictions