Integrated Communication

14	In Search of the Holy Grail: First Steps in Measuring Total Exposures of an Integrated Communications Program

Helen KatzDDB Needham WorldwideJacques LendrevieGroupe HEC

In 1961, the Advertising Research Foundation published its six-stage model for evaluating media. Beginning with vehicle distribution, it posited that the evaluation must then consider vehicle exposure, advertising exposure, advertising perception, advertising communication, and finally sales response (“The ARF Model,” 1989). If all six stages could be measured, one would gain a fairly good idea of how advertising works. However, since that time, although considerable research effort has been given to improving our knowledge of the first three stages, and experimental studies ...