Measurement of Advertising Effectiveness: Some Theoretical Considerations

Abstract

This paper examines three different aspects of effectiveness of advertising communication. First, how does a specific advertising communication get distorted in the consumer's mind, what are the dimensions of distortion and what factors produce the cognitive distortion. Second, how does advertising influence the consumer choice process? Two mechanisms called persuasion and reinforcement are discussed and the underlying processes of influence and tactics are explored. Third, how does advertising influence consumption behavior? Two mechanisms called reminder precipitation are discussed and the underlying processes and tactics are explored. Finally, the paper discusses a sequential linkage among the four mechanisms of advertising effectiveness and gives opinions on the pervasiveness of advertising through each mechanism.