You’ll have to see this! Measuring ad effectiveness by quantitative comparison of qualitative dimensions
Marije Andela and Bas de Vos
In 2002, in collaboration with MarketResponse Netherlands, Ster devised a new method for the measurement of the processing of television ads by audiences.
You'll Have to See This!
Measuring ad Effectiveness by Quantitative Comparison of Qualitative Dimensions
Marije Andela and Bas de VosSter, Netherlands
INTRODUCTION
Most research on television effectiveness focuses only on campaign reach and sales effects. Although...
