search query: @author Bhargava, M. / total: 4
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| Author: | Kim, J. Bhargava, M. Ramaswam, S. |
| Title: | Advertising productivity: developing an agenda for research |
| Journal: | International Journal of Advertising
2001 : VOL. 20:4, p. 431-454 |
| Index terms: | ADVERTISING ADVERTISING EFFECTIVENESS MARKETING |
| Language: | eng |
| Abstract: | Despite its importance, research on advertising productivity is limited and fragmentary. This article consolidates the major research streams on different facets of productivity. This consolidation allows us to identify and prioritise various issues that need to be addressed, and thereby develop a comprehensive research agenda for this area. The main issue in this research stream was to discover how advertising influences consumers. Thus, the research questions addressed were: what the goal of an advertising campaign is, and how we achieve it. Past research has provided very important insights into these issues. |
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