With billions of dollars being spent annually on advertising by major U.S. advertisers, there is no question that advertising plays a vital role in building brands and influencing consumer choice. While this principle is widely accepted, nearly every advertiser is charged with quantifying the specific return on investment that advertising and integrated marketing communications generates for brands in-market. Further, marketers are pushed to optimize campaigns to achieve specific future performance metrics.
Retrospective or backward-looking advertising research approaches have long been the standard to understand how advertising works in-market and to provide insight into how to optimize future campaigns. Armed with post-campaign performance information and sales data, advertisers can determine the extent to which campaigns (and individual campaign elements) contributed (or failed to contribute) to sales outcomes.
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