How do you measure whether your carefully crafted ad campaign ‘works’?
First, you need to define what ‘works’ means.
Traditionally, advertising research tended to focus on the message. Instead of measuring whether a campaign increases sales – which is hard – research shifted to intermediate effects such as brand awareness, message comprehension and reported feelings. Millward Brown’s Link is a well-known copy-testing framework that aims to capture many of these facets in one unified methodology.