Advertising Campaign Effectiveness: Are You Getting the Story Wrong? (Part Two)
Advertising campaigns should be held accountable not only for generating short-term sales but also for building brands. To evaluate the effectiveness of advertising in building brands, most advertisers look to some sort of quantitative survey-based research. In recent years, a range of new methodologies have emerged that purport to provide this accountability – going beyond overall pre/post-change to drill down into the ‘lift’ achieved by individual ads.
Download our whitepaper to learn more about common other errors that lead to wrong conclusions about advertising effectiveness.Back to Explore