Measuring the Effectiveness of Advertising in a Positioning Context with Multi Dimensional Scaling Techniques

摘要

Measuring the effectiveness of advertising in the context of positioning can easily be accomplished by multidimensional scaling (MDS)-procedures and the Index of Effectiveness (IE). However, many problems have to be eliminated. Most problems arise from the MDS-procedures. All the traditional pitfalls accompanying the use of MDS in general appear in the proposed specific application. Further research should direct to the scaling techniques underlying the brand maps. Some other problems are inherent in measuring advertising effectiveness in general; these are the ones also present in measuring advertising effectiveness when sales or recall-measures are used: 'was advertising the only influencing factor,' and 'how long do we have to wait till total effect has worked out.' Further research in this area should address to the use of controlled experiments. The presence of cable TV and scanning-mechanisms in the stores will enable improvements in the future.