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The Buyer's Action Measure (BAM) is a patented system for measuring the range of actions taken by a consumer as a result of reading an ad in a nominated magazine or genre of magazines, or an ad for a particular product category. Actions taken are broadly grouped as Investigation, Word of Mouth and Retail.
From 2014 the BAM Estimator has been updated to include an expanded range of ads, magazines and actions. The inclusion of Bauer titles has increased the number of magazines included from 13 to 19. Actions now measure the use of social media to interact with advertisers.
The Estimator is an easy to use tool that utilises the BAM database of 3,213 ads to predict the scores likely to be achieved by an ad. It achieves this by generating average scores for an ad based on the range of criteria selected as most relevant.