Advertising Effectiveness: An Approach Based on What Consumers Perceive and What Advertisers Need

摘要

This paper examines how advertising effectiveness can be defined and measured. We propose a 3D-effectiveness key performance indicator involving the weighted prominence of three factors: recall, brand image and buying intention. In this way, the indicator proposed improves the metrics of this type known in the Spanish market. Using experimental data about 20 fixed brands and other 12 variable brands collected along the 52 weeks of a year, we find that this indicator reflects consumer’s perceptions and that it fits advertising company’s needs. We have developed a web tool to provide the market with a benchmark measure of advertising effectiveness. Finally, we discuss future research lines.