There is lots of discussion in the Ad Age article about evaluating the impact of this Motrin gaffe by a few simple metrics (i.e. YouTube downloads, etc.) The industry is sorely lacking the tools needed, but how about total exposure to the campaign? How about the influence of the dissenting voices? How about all of the negative buzz that was generated?(Case and point: I was walking through Target on Sunday and I heard people talking about Motrin right by the bottles of Advil. Guess which bottle of Ibuprofen they grabbed?)Word of mouth and the power of the long tail shape opinion and ultimately purchase decision. Here's a good test
Wow. That hurts.