The concept of brand and advertising effectiveness goes much deeper than establishing whether respondents are ‘aware’ of the brand or advertisement, or if it is simply ‘liked’. This is because a liked advert is not necessarily an effective one (and vice versa), nor does awareness have a direct correlation to actual purchase behaviour.
It is a contentious issue to define what it means for an advertisement to be effective. Although different circles may debate the finer points, most will agree that for an advertisement to be effective, the following conditions must be fulfilled:
A function of media spend and placement
Conscious, sub-conscious, unconscious registration of elements of the advertising (logos, messages, sounds, feelings)
Buyer behaviour / purchase
The advertising influences brand choice
Traditional brand and advertising tracking methodologies have typically focused on measures such as:
While all these measures are important, they typically measure the impact of advertising on short-term, conscious memory. These measures tend to be high when advertising spend is high, and low when advertising spend is low. Effective advertising goes beyond short-term memory to influence buyer behaviour long after an advertising campaign has concluded. Effective brand and advertising tracking must go beyond just measuring short-term memory. Optimal approaches to tracking measure long-term memory which includes key factors like:
At newfocus we keep track of how a company is doing in the marketplace relative to a defined point of differentiation.
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