Measuring Advertising and Media Effectiveness

Paper Summary:

The paper discusses the traditional approaches to measuring advertising and media effectiveness as opposed to digitally based metrics. The paper demonstrates how digital metrics are revolutionizing the world of advertising and media effectiveness. The paper concludes that the growth of the Internet and the fragmentation of markets is setting the perfect situation for digital metrics to continually grow.

Outline:
Executive Summary
Traditional Approaches to Measuring Advertising and Media Effectiveness
Digital Metrics of Advertising and Media Effectiveness
Summary and Conclusions

From the Paper:

"Anchored in a series of methodologies that were originally created for the purpose of evaluating social science, the traditional approaches to measuring advertising and media effectiveness began with a series of research designs that were organized by their ability to either prove or disprove a null and alterative hypothesis of viewer behavior. Methodologies looked to isolate the influence of advertising and media exposures and prolonged approaches from companies looking to educate consumers. This has not changed, in the more digitally oriented approaches to evaluating advertising and media effectiveness, yet the measurement techniques and tools have."

Sample of Sources Used:

• Lerma (2005) - Interactive and the Brand Experience Cycle. Pete Lerma. October 4, 2005. ClickZ Experts. Accessed from the Internet on November 20, 2006 from www.clickz.com
• Nie and Erbing (2000) - "Internet and Society: A Preliminary Report" Stanford Institute for the Quantitative Study of Society. February 17, 2000
• Reibstein, Bendle, Farris and Pfiefer (2006) - Marketing Metrics: Understanding Market Share and Related Metrics. Wharton School Publishing. April, 2006.
• Schlosser (1999) - "Survey of Internet Users, attitudes towards Internet Advertising" Journal of Interactive Marketing. Vol. 13 No. 3

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