Read full paper at: http://www.scirp.org/journal/PaperInformation.aspx?PaperID=47588#.VEnG-lfHRK0 Author(s) Macarena Estévez , Davide Fabrizio Affiliation(s) Conento S.L.U., Madrid, Spain . Conento S.L.U., Madrid, Spain . ABSTRACT This paper examines how advertising effectiveness can be defined and measured. We propose a 3D-effectiveness key performance indicator involving the weighted prominence of three factors: recall, brand image and buying intention. In this way, the indicator proposed improves the metrics of this type known in the Spanish market. Using experimental data about 20 fixed brands and other 12 variable brands collected along the 52 weeks of a year, we find that this indicator reflect...
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