haku: @indexterm ADVERTISING / yhteensä: 1883
viite: 364 / 1883
Tekijä: | McDonald, C. Kennedy, R. |
Otsikko: | How to measure ordinary marketing |
Lehti: | Admap
2004 : MAY, VOL. 39:5 (450), p. 39-42 |
Asiasana: | advertising effectiveness marketing measurement sales |
Kieli: | eng |
Tiivistelmä: | It is argued in this paper that most marketing shows little effect on sales, but this does not mean it is not working. Single-source data are key to recognising real campaign effects when "nothing" seems to happen. |
SCIMA