Measuring the Impact of Advertising and Promotion
- Topics:
- Direct Marketing,
- Marketing Strategy
- Source:
- Whipple, Sargent & Associates
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Overview: Advertising effectiveness means different things to the groups responsible for its different effects. In fact, effective advertising must achieve all four goals, delivering messages to the right audience, thereby creating sales at a profit. Most advertisers have begun only recently to set goals in all four areas and measure progress toward them. There are methods to test every aspect of marketing promotion, sales support and media mix, and analytical tools to establish a direct relationship to sales for complete accountability. The key to this is applying a full advertising research curriculum. This requires involvement of both sales and marketing management and the advertising/promotions supplier coordinating their efforts with the researcher.
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Format: PDF | Size: 57KB | Date: Jan 1999 | Pages: 16
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