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Effective advertising is a powerful tool. It has the power to shape the values and beliefs of consumers. It has the power to inform, entertain, engage and change behaviour. It has the power to attach feelings to brands. It has the power to increases sales, revenue and profit in the short-term and beyond. While the potential of effective advertising is undeniable, it is very rarely fulfilled in practice. So what exactly makes an individual advertisement effective and how do you measure its effectiveness?
Illuminate’s approach to advertising tracking research goes beyond traditional awareness and recall metrics to measure the influences and drivers relevant to the purchase decision.