Gartner Research

How to Measure the Impact of Brand Advertising

Published: 29 March 2018

ID: G00321506

Analyst(s): Martin Kihn


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


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


  • 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

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