haku: @indexterm ADVERTISING CAMPAIGNS / yhteensä: 54
viite: 38 / 54
| Tekijä: | Sutherland, M. Friedman, L. |
| Otsikko: | Do you model ad awareness or advertising awareness? |
| Lehti: | Journal of Advertising Research
2000 : SEP-OCT, VOL. 40:5, p. 32-36 |
| Asiasana: | ADVERTISING CAMPAIGNS MODELS BRANDS |
| Kieli: | eng |
| Tiivistelmä: | Companies that regularly model ad awareness or advertising awareness that is being modeled. The subtle difference is crucial for the successful management of advertising campaigns and is explained here using tracking examples fro NFO MarketMind. Conclusions about what is being modeled is a common pitfall in the interpretation of advertising tracking information. This paper addresses this as well as how to determine what is "good awareness" for a campaign. The first authors' conclusion is that advertising awareness and ad awareness are not the same thing. Then the authors describe the difference between ad awareness and advertising awareness and explain what is "good awareness". |
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