Difficulty Measuring Advertising Content:
The content and creativity of an ad is an important determinant of the effectiveness of advertising. However, it is very difficult to measure the content or creative qualities of a particular advertisement and compare it to any other ad. The usual practice is to use marketing expenditures or gross rating points or impressions to measure advertisement. However, two advertisements with the same gross rating points or impressions may have completely different responsiveness based on the emotional appeal or creative genius of the ad and this should be factored into the analysis.
Guest Contributor Pat Bhattacharya, Managing Principal, Thinkalytics
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