Measuring Advertising Effectiveness

Measuring Advertising Effectiveness

Measuring Advertising Effectiveness

Measuring Advertising Effectiveness

Synopsis

This volume includes edited and revised versions of the papers delivered and discussed at the recent Advertising and Consumer Psychology Conference. Following the theme of the conference -- "Measuring Advertising Effectiveness" -- the book blends academic psychology, marketing theory, survey methodology, and practical experience, while simultaneously addressing the problems and limitations of advertising.

Acknowledging that advertisements are subtle, diverse, complex phenomena that require detailed investigation, this compilation explores the multidimensional nature of advertising's diverse effects from both academic and applied perspectives. Updates on theories and methods -- along with expert commentaries -- help to make this a valuable collection that will be of interest to advertising and marketing specialists and communications experts alike.

Excerpt

From the earliest days of applied psychology and scientific marketing, researchers have sought reliable and valid measures of the effects of advertising. Darrell Blaine Lucas andSteuart Henderson Britt (1963), Measuring Advertising Effectiveness, was an influential early summary of psychology's contributions. Roy H. Campbell's (1969), Measuring the Profit and Sales Results of Advertising, was an equally influential summary of the aggregate, market-oriented approach.

This volume continues that search. It includes edited versions of papers presented at the 1994 Advertising and Consumer Psychology Conference, co-sponsored by the Society for Consumer Psychology, the Marketing Science Institute, the University of Minnesota, and the Minneapolis advertising agency CampbellMithun-Esty. The conference was co-chaired by William D. Wells of the University of Minnesota and Thomas Jonas, then of Campbell-Mithun-Esty. The volume also includes commentary by both academic and industry-based participants in that event. Like Lucas andBritt Measuring Advertising Effectiveness, this volume seeks to unravel and measure the complex details of individual response. Like Campbell Measuring the Profit and Sales Results of Advertising, it examines market-oriented outcomes from a more applied stance.

All of the chapters and commentaries show healthy tension between the more theoretical interests and dispositions of the academic community and the more applied, results-oriented interests and dispositions of real-world research. The bottom line, as the real-world participants would say, is that measuring advertising effectiveness is so complicated that, although it is both a valid, important academic topic and a consequential applied problem, neither academic researchers nor industry researchers are likely to make decisive progress without help. Instead, reliable and valid measures of advertising effectiveness are most likely to emerge from constructive criticism and mutually supportive interaction between the two camps. On that conclusion, the long history of the topic and the exchanges at this conference fully concur.

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