Measuring Brand Advertising in the Third Millennium
Spike CramphornAdd+impact
In the last decade there have been numerous new insights into how human beings acquire their knowledge of the world around them. These insights change our understanding...
Measuring brand advertising in the third millennium
This is the first of three articles by Spike Cramphorn on effective advertising research. He highlights the importance of the brand-person-relationship (PBR) and describes how pre- and post tests should provide detailed pictures of the effect of advertising on PBR He considers that there are seven considerations when testing advertising:- (1) good creative is essential; (2) most advertising effect is immediate; (3) attention is influenced by pre-existing product involvement; (4) most advertising learning is implicit; (5) brand knowledge is stored all over the brain; (6) emotions dominate reason in decisions; (7) people recall faces better than names (it is better to rely on recognition than recall).
