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Advertising Assessment Metrics

Brand Attribute

In advertising and marketing, a quality or feature regarded as inherent or characteristic of a particular brand (for example, a brand might be regarded as reliable, convenient, or fun to use).

Brand Equity

The amount of commercial value and/or awareness (see “Brand Awareness”) derived from the perception of a brand name (see “Brand”) in the mind of a consumer. This is distinct from the attributes, specific product, or services offered by the brand.

Brand Lift

In media and market research, a broad construct related to the positive impact of advertising or other marketing communication on the perception of the target or competitive brand (see “Brand”). This can be measured in a variety of ways, including both conscious and nonconscious methodologies. This term is often used interchangeably with “Brand Impact.”

Brand Loyalty

The tendency of a consumer to express preference for one brand (see “Brand”) over other brands over time, by purchasing the preferred brand at some degree of higher frequency. This can be measured in a variety of ways, including both conscious and nonconscious methodologies. Often, it is also directly measured via purchase and sales figures.

Breathing Frequency

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

The number of breaths taken within a fixed amount of time, typically measured as breaths-per-minute (see “Breaths-Per-Minute (BPM)”). It is a biometric measure (see “Biometrics”) often used within neuroscience studies to gauge arousal (see “Arousal”). Also referred to as “Breathing Frequency.”

Buying Influence

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

The degree to which an advertisement, ad campaign, or other marketing factor, such as price and promotion, affects a consumer’s buying behavior (see “Buying Behavior”) and purchase decisions. Also referred to as “Purchase Influence.”

Circulation

In advertising and marketing, the number of copies of a magazine, newspaper or other print media (see “Print Media”) that are distributed in a particular market or in total. Can also refer to the number of cars that pass a billboard advertisement (see “Outdoor Advertising” or “Billboard Advertising”).

Click Rate*

See “Click-Through-Rate.”

Cognitive Dissonance

The psychological conflict or discomfort experienced when a person simulataneously holds two or more contradictory thoughts. In advertising and marketing, cognitive dissonance can arise before, during or after a major purchase decision. For example, after a major purchase decision, a consumer believes he or she has made the wrong choice.

Consumer Motivation

Underlying cause or inner drive that prompts a consumer to behave in a certain way, usually the purchase and use of a brand, product or service. Also referred to as “Motivation.” The term “Consumer Motivation” is often used interchangeably with the term “Buying Motives.” See also “Motivational Research.”