advertising effectiveness

Quick Reference

Whether, and to what extent, advertisements or advertising campaigns achieve their marketing goals (most importantly the effectiveness with which they reach and influence their specific target market in the desired ways). Measures for assessing ad effectiveness include ad retention and aided recall. Within advertising agencies, an issue often seen as in tension with advertising creativity in the motivations of some agency staff; this is reflected in and reinforced by the separate awards that exist in advertising for effectiveness and creativity. See also copy testing; effective frequency; effective reach; forgetting rate; message decay; ratings; reach; wearout.

Subjects: Media Studies.

Reference entries