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| Author: | White, R. |
| Title: | Measuring advertising performance |
| Journal: | Admap
2006 : FEB, VOL. 41:2 (469), p. 16-17 |
| Index terms: | advertising effectiveness marketing performance measurement |
| Language: | eng |
| Abstract: | Measuring campaign results is complex - and not easy. It is much simpler if you define objectives clearly. This paper sets the scene for this issue by outlining the problem all marketers are challenged to solve by their CFOs. |
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