Account Planner Market Metrics Evaluation

What it measures

Eight items measure the degree to which a person believes that standard market-based outcomes—including consumer recall, attitude change, purchase intention, and sales—are used to evaluate the performance of advertising agency account planners.

Response format

5-point Likert (1=strongly disagree, 5=strongly agree)

Scale items

• Target-market recall of advertising message
• Target-market recall of advertisements
• Target-market awareness of advertising
• Target-market awareness of brand
• Attitude change by target market toward product
• Purchase intention of target market
• Achievement of advertising objectives
• Increased sales or market share

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Two parallel scale versions as per account planner awards subscale. Alphas .94 (current) and .91 (should-be). Items span recall, awareness, attitude, intention, and sales outcomes.

Recommended companion scales

Citation

Morrison, M. A., & Haley, E. (2003). Account planners' views on how their work should be evaluated. Journal of Advertising, 32(2), 7–16.

Keywords