Understanding advertising effectiveness is the cornerstone of successful marketing, yet marketers often shy away from the most reliable tools for the job. Why? Because true experimentation – the kind ...

Marketing executives have spent decades perfecting ways to measure advertising effectiveness. Brand recall studies, aided awareness surveys, and post-campaign research all ask variations of the same ...

Anyone who knows me may suspect at this point that this is going to be a pedantic semantic distinction of language, since I enjoy those. But it’s actually a good deal more important than that, because ...

Advertising effectiveness is increasingly shaped by context, visibility and audience recall rather than impressions alone, according to the chairman of Chicilon Media. As media channels expand and ...

CeraVe, Heinz and McVitie’s have taken the top honours at Kantar’s 2026 Advertising Effectiveness Awards, celebrating the world’s most effective, results-driven advertising, and the only global awards ...