search query: @author Donius, J. F. / total: 3
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| Author: | Donius, J. F. |
| Title: | Marketplace measurement : the evolution of market testing. |
| Journal: | Journal of Advertising Research
1987 : DEC/1988 JAN, VOL. 27:6, p. RC3-RC5 |
| Index terms: | MARKET RESEARCH ADVERTISING EFFECTIVENESS |
| Language: | eng |
| Abstract: | The author tends to view marketplace measurement as a means to also determine not only the size and scope but also the shape of the effect of the dynamic process of an advertising campaign. The evaluation deals with measurement of cumulative performance in response to changes int the marketing mix, both strategic and tactical, over time. |
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