Gartner Research

How to Measure the Impact of Brand Advertising

Published: 29 May 2019

ID: G00390306

Analyst(s): Jason McNellis

Summary

Marketing leaders use brand advertising to increase awareness, change perception and improve the likelihood of future purchases. 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
  • Why Brand Value Matters

Analysis

  • Define Your Campaign Goals: Performance, Branding — or Both
  • Master the Four Quadrants of Measuring Advertising’s Impact
    • Business-Focused Measurement Methods Focus on Profits
    • Consumer-Focused Measurement Methods Focus on Perceptions
    • Modeling Metrics From All Four Quadrants Shows Advertising’s Full Impact
  • What to Do Next

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