Using the value equation to evaluate campaign effectiveness

The effectiveness of advertising and promotional campaigns can be judged by: 1. whether the campaign increased the number of consumers who would consider the product or service, and/or 2. whether the campaign improved the value of the product or service in the consumers' collective mind or in a targeted segment, thus increasing the number who would choose the product or service. This study presents an operational model for measuring the extent to which a promotional campaign changes buyers' product evaluations, their value equation, and their share of choice.