Full Text

Advertising Effectiveness, Measurement of

Fred E. Bronner


In the 1990s, accountability of advertising came high on the agenda in the commercial communication world. As a result a growing need for knowledge about the way the media environment influenced advertising effectiveness emerged. Standardized tools and new media studies were developed. And after 2000, greater actionability for media planners even on a day-to-day basis was incorporated into these measurement tools. Nowadays there is little argument in the commercial as well as academic world that campaigns should be monitored to better manage them in the marketplace (→  Advertisement Campaign Management ). Several factors were responsible for this development. On the advertisers’ side, financial control and return on investment (ROI) were stressed more in relation to advertising efforts than in the period before. The enormous growth of traditional and new media types and vehicles combined with an increase in commercial messages fighting for attention. This situation made involved parties curious as to which advertising messages are “getting over the hurdle.” As Franz (2000 , 459) concluded: “This is the situation media research has to face in the near future: an unimaginable number of media for a more or less constant number of media users with limited time, money and (most important) attention capacities. The psychological key to coping with the overwhelming variety of media is ... log in or subscribe to read full text

Log In

You are not currently logged-in to Blackwell Reference Online

If your institution has a subscription, you can log in here:


     Forgotten your password?

Find out how to subscribe.

Your library does not have access to this title. Please contact your librarian to arrange access.

[ access key 0 : accessibility information including access key list ] [ access key 1 : home page ] [ access key 2 : skip navigation ] [ access key 6 : help ] [ access key 9 : contact us ] [ access key 0 : accessibility statement ]

Blackwell Publishing Home Page

Blackwell Reference Online ® is a Blackwell Publishing Inc. registered trademark
Technology partner: Semantico Ltd.

Blackwell Publishing and its licensors hold the copyright in all material held in Blackwell Reference Online. No material may be resold or published elsewhere without Blackwell Publishing's written consent, save as authorised by a licence with Blackwell Publishing or to the extent required by the applicable law.

Back to Top