haku: @journal_id 119 / yhteensä: 218
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| Tekijä: | Schwoerer, J. |
| Otsikko: | Measuring advertising effectiveness : emergence of an international standard? |
| Lehti: | European Research
1987 : VOL. 15:1, p. 40-51 |
| Asiasana: | ADVERTISING EFFECTIVENESS |
| Kieli: | eng |
| Tiivistelmä: | A description of various advertising effectiveness measures, with a summary of the evolution of approaches to advertising effectiveness by the marketing research profession. In the outline of future expectations, particular emphasis is placed on the possibilities of electronic test markets, and the author points out that the collection of high tech data has to be complemented with a rigorous methodological approach. 21 Frames of effectiveness measures are given. |
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