Development of an advertising impact index to test advertisements in magazines

Abstract

The objective of this work is to develop and validate an advertising impact index (AII) to measure the effectiveness of advertisements in cognitive and affective terms. A methodology based on testing an experimental magazine was used to test nine advertisements for three products with fictitious brands and three different advertising styles. The results enable us to confirm the validity, reliability, and stability of AII developed by means of linear structural equations (PLS) to establish the relationships between the index's constructs. The index is defined by two constructs: the cognitive and affective effects that the advertisement has on individuals.