Advertising Effectiveness: An Approach Based on What Consumers Perceive and What Advertisers Need
Macarena Estévez, Davide Fabrizio
Conento S.L.U., Madrid, Spain.
DOI: 10.4236/ojbm.2014.23022   PDF    HTML   XML   6,345 Downloads   11,188 Views   Citations


This paper examines how advertising effectiveness can be defined and measured. We propose a 3D-effectiveness key performance indicator involving the weighted prominence of three factors: recall, brand image and buying intention. In this way, the indicator proposed improves the metrics of this type known in the Spanish market. Using experimental data about 20 fixed brands and other 12 variable brands collected along the 52 weeks of a year, we find that this indicator reflects consumer’s perceptions and that it fits advertising company’s needs. We have developed a web tool to provide the market with a benchmark measure of advertising effectiveness. Finally, we discuss future research lines.

Share and Cite:

Estévez, M. and Fabrizio, D. (2014) Advertising Effectiveness: An Approach Based on What Consumers Perceive and What Advertisers Need. Open Journal of Business and Management, 2, 180-188. doi: 10.4236/ojbm.2014.23022.

Conflicts of Interest

The authors declare no conflicts of interest.


[1] Tappe, A. and Miranda, A. (2014) In-Game Advertising, ARF—Knowledge at Hand, December.
[2] Lewis, B. and Porter, L. (2010) In-Game Advertising Effects: Examining Player Perceptions of Advertising Schema Congruity in a Massively Multiplayer Online Role-Playing Game. The Journal of Interactive Advertising, 10, 46-60.
[3] Powers, T., Advincula, D., Austin, M.S. and Graiko, S. (2012) Digital and Social Media in the Purchase-Decision Process: A Special Report from the Advertising Research Foundation. Journal of Advertising Research, 52, 479-489.
[4] Okazaki, S. and Barwise, P. (2011) Has the Time Finally Come for the Medium of the Future? Research on Mobile Advertising. Journal of Advertising Research, 51, 59-71.
[5] Euro RSCG Worldwide (2010) The New Consumer: In the Era of Mindful Spending. Prosumer Report, Vol. 8. New York.
[6] Grimshaw, C. (2010) From the Editor: Social Engagement. ADMAP, December, 2-3.
[7] Wolfe, J. (2008) Stuck in Neutral. ANA Magazine, February, 44-45.
[8] Loerke, S. (2008) Is There Life after Apollo? ANA Magazine, December, 58-59.
[9] Hall, B.F. (2002) A New Model for Measuring Advertising Effectiveness. Journal of Advertising Research, 42, 23-31.
[10] Ambler, T. and Broadbent, S. (2000) A Dialogue on Advertising Effectiveness and Efficiency. ADMAP, 35, 29-31.
[11] White, R. (1998) The Blind Alleys of Recall, ADMAP, January, 39-41.
[12] Mehta, A. and Purvis, S.C. (1995) When Attitudes towards Advertising in General Influence Advertising Success. Proceedings of the 1995 Annual Conference of the American Academy of Advertising Conference, Norfolk, May 1995, 1-17.
[13] Mackenzie, S.C., Lutz, R.J. and Belch, G.E. (1986) The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations. Journal of Marketing Research, 23, 130-143.
[14] Geuens, M. and De Pelsmacker, P. (1998) Feelings Evoke by Warmth, Eroticism and Humour in Alcohol Advertisements. Journal of Consumer and Market Research.
[15] Strong, E. (1925) The Psychology of Selling. MacGraw-Hill, Nueva York.
[16] Lavidge, R. and Steiner, G. (1961) A Model of Predictive Measurements of Advertising Effectiveness. Journal of Marketing, 25, 59-62.
[17] Archimedes Tool (2012)

Copyright © 2023 by authors and Scientific Research Publishing Inc.

Creative Commons License

This work and the related PDF file are licensed under a Creative Commons Attribution 4.0 International License.