After years of field research Jack Myers finally came up with the five parameters to measure the effectiveness of an advertisement. Firstly there was the audience reach, followed by the audience's engagement with the content of the advertisement, then, the audience's attentiveness and their responsiveness to the advertising, the 'environment' in terms of friends and family i.e. whether audiences were comfortable watching the media communication with their families and/or friends and lastly, the effect it had in terms of the direct ROI (Return on Investment).
In his (Myers') studies that were conducted a while ago, the 'recency' factors of the advertisement didn't hold as much importance as it used to. Myers insisted that the effectiveness of an advertisement was now primarily based on its ability to emotionally connect with the audience and to enthuse prospective buyers.