ABSTRACT
It is well accepted today that in evaluating advertising effectiveness, multiple measures are required; no single measure is adequate. The recent Advertising Research Foundation (ARF) Copy Research Validity Study further endorsed the use of multiple measures (Haley & Baldinger, 1991). The inclusion of need for several measures in current copy research systems reflects the need to capture the various dimensions of persuasion. Consequently, researchers today are evaluating advertising performance on a variety of measures including memory-based intrusiveness levels of recall or recognition, brand rating, advertising liking, buying interest or intention, as well as diagnostics related to the advertised product or service and advertising execution. However, it is not clear which of these measures are more appropriate under certain conditions, or even how they relate to each other. The even greater challenge is in interpreting the sometimes conflicting results.
