Evaluating the Effects of Consumer Advertising on Market Position Over Time: How to Tell Whether Advertising Ever Works

Although advertising research has a long and distinguished history, it has undergone rapid change in the past five years as traditional effectiveness measures have been challenged and scanner data have revealed a greater short-term impact from sales promotion than from advertising. The Marketing Science Institute has held a number of conferences over time that reflect this change. For example, the 1980 "Ad Gaps" conference identified weaknesses or gaps in our knowledge, and the 1983 "Beyond Recall" conference identified approaches which might close those gaps.

The conference summarized here, "Evaluating the Effects of Consumer Advertising on Market Position over Time: How to Tell Whether Advertising Ever Works," focused on the long-term and short-term effects of advertising on sales and on other measures related to specific advertising goals. It was sponsored by MSI's Advertising Steering Group and was held at the Center for Executive Education in Wellesley, MA, June 8-10, 1988.

The following are the ten presentations and their presenters summarized in the report.

• Boosting the Odds of Advertising Success
  Robert E. Drane, Oscar Mayer and Company

• GM's New Philosophy for Developing and Assessing Advertising Effectiveness
  Andrew P. Hardy, General Motors Corporation

• Trying to Be Smarter About Advertising: An Information Wish List
  Kim M. Armstrong, AT&T Communications

• Lectures and Dramas and Measurement Challenges
  William D. Wells, DDB Needham Worldwide, Inc.

• Short-Term Evidence of Advertising's Long-Term Effect?
  Michael L. Ray, Stanford University

• Different Measures = Different Effects: Sorting the Effects of Advertising by Measures Obtained
  David W. Stewart, University of Southern California

• Advertising: Reinforcing Not Persuading?
  Andrew S. C. Ehrenberg, London Business School

• Trying to Find Better Ways to Measure the Impact of Advertising on Sales
  Arthur Christiani, Pepsi Cola USA

• Panel: What Suppliers Have Learned About How to Use Data
  Stephen P. Needel, NPD/Nielsen, Inc. James L. Spaeth, SAMI/Burke, Inc. John C. Totten, Information Resources, Inc.

• Keynote Address: A Personal Perspective on Advertising Principles and Issues
  William T. Moran, Moran & Tucker, Inc.
  
  

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