Gartner Research

How to Measure the Impact of Brand Advertising

Published: 29 March 2018

ID: G00321506

Analyst(s): Martin Kihn

Summary

Marketing leaders use brand advertising to increase awareness, change perception and improve the likelihood of future purchase. Yet it remains difficult to measure. Use this research to make your brand advertising investments more accountable.

Table Of Contents
  • Key Challenges

Introduction

  • Advertising Has Short-Term and Long-Term Effects
  • What Is a Brand?

Analysis

  • Define Your Goals for Different Campaigns
  • Master the Two Dimensions of Impact
    • Business-Centric Methods Focus on Profits
    • Consumer-Centric Methods Focus on Perceptions
  • Combine Business-Centric and Consumer-Centric Methods
    • Proprietary Methods
    • Multidimensional Model
  • What to Do Next

Gartner Recommended Reading

©2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.