The Measurement of Advertising Effectiveness

From Negative Space on Pexels.com

In the realm of consumer behavior research, a successful advertisement must accomplish four basic tasks: 1) Exposure — the consumer must come in contact with the ad message; 2) Attention — the consumer must have thoughtful awareness and consideration of the content; 3) Interpretation — the ad must be accurately understood; and 4) Memory — the ad must be retained in memory in a manner that will allow retrieval…