G&R: Advertising Research & Consulting
Messaging Strategy • Advertising Effectiveness • Market Insights
Problem: Settling for Engagement. As media choices grow, engagement has received interest as a metric for elevating cross-media assessment. All eyeballs are not equal and some media channels, particularly digital ones, assert they are better than others at delivering eyeballs that matter more to a particular brand. Engagement focuses on the qualitative side of communication […]
Tags: advertising, Advertising Effectiveness, attentioning, brand, brand-building, consumer, engagement, persuasion, recall, research
View Full PostMarketing ROI calculations often measure activities such as sales, inquires, and clicks to gauge the effectiveness of a program. The strength is that these measure what someone actually does, as opposed to what he or she says they will do. However, activities, even ones as concrete as sales, are short-term behaviors; what someone does today […]
Tags: advertising, Advertising Effectiveness, brand, brand-building, consumer, couponing, engagement, long-term, loyalty, persuasion, recall, relationship, research, short-term, trial
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