ABSTRACT
The notion of a brand earning an impact on consumers was rarely discussed ten or fi fteen years ago. The role of media was to provide the content and context in which to place brand messages. But as consumers gained ever greater control over their media usage, starting with the TV remote control, to the DVR and the personal computer, the notion that people’s everyday conversations about brands was worth paying attention to started to develop. For it is in these naturally occurring moments that advertisers can see how much their brands have earned consumer awareness, liking, preference, or other effects outlined in Chapter 3 .
