Much of what we refer to within the media world as measuring the effectiveness of advertising is in fact nothing of the sort. Rather, we measure things that are comparatively easy to measure, like audience exposure, and convince ourselves that because something has been exposed it must have been noticed, and because it has been noticed it must have had an effect. That’s a bit of a stretch with a lot of ifs and buts, not to mention a great deal of faith in proxy measures, so it’s a pleasure and a relief when someone comes along with a mission to prove that yes, under the right conditions advertising does in fact work.
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