Measuring Advertising Effectiveness

By William D. Wells | Go to book overview

should not, however, be considered as a sufficient condition for an effective campaign; it is not. The best way to utilize the power of repetition is first to analyze the communication environment and the target group. The second step is to use one's resources in order to make the most effective message and media decisions possible. The third step is then to deliberate as to the amount of repetition that might still be needed in order to benefit the total power of the advertising stimulus in the target group and communication environment.

As presented earlier, both theoretical and managerial implications can be derived from the research findings of this study, but methodological implications can also be found. The contingency approach was applied, repetition effects and their determinants were examined by a quasi-experimental field study, and empirical data was collected from several sources using several methods. Although this kind of research design took time and resources, it also offered opportunities to elicit valuable information about repetition effects in real-life situations where conditions for natural exposure exist. Because of the field study design, there was a lack of ceteris paribus control over variables under examination, but there was a better view of the whole setting and its impact on repetition effects. Further, the judgmental selection of the product categories and brands was conducted using criteria that were supposed to gain control over the whole range of the variables. This way, it was possible to examine both the impact of different determinants and also that of different values of each determinant on repetition effects.


APPENDIX: VARIABLES MEASURED AND TYPES OF OPERATIONAL MEASURES
Theoretical ConceptsVariables MeasuredType of Operational Measure
A. Endogenous Determinant
Involvement • General importance
• Thinking dimension 5-point scales (CS)
• Feeling dimension
B. Exogenous Determinants
a) Advertising stimulus
Ad message • Appeal salience Open-ended questions (AI)
•Ad format arrest Open-ended questions (AI,
AQ)
Ad medium • Qualitative and Open-ended questions (AI,
quantitative value AQ)
of ad media
b) Communication
environment

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