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| Tekijä: | Kocher, R. |
| Otsikko: | Tests zur Optimierung von Werbe- und Informationskampagnen (Testing for the optimality of publicity and information campaigns) |
| Lehti: | Marktforschung und Management
1990 : VOL. 34:3, p. 135-138 |
| Asiasana: | ADVERTISING EFFECTIVENESS |
| Kieli: | ger |
| Tiivistelmä: | Impact analysis of publicity campaigns is generally ex post. Considering the high cost of such campaigns, ex ante testing and optimization of publicity measures would be desirable. The article presents methods which are suitable for this task, such as contrast group analysis (the effect of the publicity on groups with different characteristics) or argumentation tests (changing the arguments used by the publicity). |
SCIMA