Advertising Effectiveness Research: A Survey of Agencies,Clients and Conflicts

Pressure from clients is now forcing many, agencies to consider allocating resources to the development of effectiveness measures. Some agencies have for many years employed econometricians to develop rudimentary econometric models examining the relationship between advertising spends, campaign duration and sales volumes. For others, who believe that their major role is on the creative side, developing advertising campaigns and programmes which bring the brand to the consumers' attention and ultimately bring about purchase, there is a dilemma.