Advertising effectiveness refers to an evaluation of the extent to which a specific advertisement or advertising campaign meets the objectives specified by the client.
There is a wide variety of approaches to evaluation, including brand preference measures, inquiry tests, recall tests, and market tests.
The measurement approaches include recall of ads and advertising themes, attitudes toward the advertising, and impact on actual sales levels.
Effectiveness and Efficiency of TV’s Brand-Building Power: A Historical Review – Why the Persuasion Rating Point (PRP) Is a More Accurate Metric than the GRP • Findley/Johnson/Crang/Stewart • Dec 2020
- ^ American Marketing Association, AMA Dictionary.