Research Resources

2.4. Measuring Media Efficacy

With more consumer information available, it is increasingly possible to assess ROI.

Tier 1

  • In the face of media fragmentation and audience loss, how should firms trade off reach versus targeting in advertising and promotion?


Tier 2

  • What are the key advances in audience measurement as television shifts to digital, and how can this information be used to measure advertising response.
  • Why are ad elasticities so low?
  • What are the best approaches to validating purveyed advertising metrics?