Broad stages in evolution of ad effectiveness measurement

1. Proper Questionnaire Design

3. Recognition Popular till the 1960s Basic premise advertisement directly affects thought which affects purchase decision making in turn, all in real time Problem Takes no account of time elapsed between exposure and purchase Recall Started in 1930s and was well established by 1960s Basic premise usually there is a time gap between ad exposure and purchase making competitive ad recall crucial for the ad to have an effect Problem: Puts too much emphasis on attention and recall completely ignoring the effect of perceptions Favourability Started around 1980s, major research focus today Basic Premise active attention and recall are not necessary for ad effectiveness. Faint perceptions of the ad , even unremembered , are more powerful determinants of its effect Problem Measurement was an issue till the evolution of proper psychometric techniques 1 2 3