Skip to main content
Article thumbnail
Location of Repository

A review of literature on the measurement of advertising effectiveness: Part ii: The post-display analysis of promotional effectiveness

By David Corkindale and Sherril Kennedy

Abstract

The initial review of the MCRU - Report Number 2 - covers two main areas of concern:- Part i "The pre-display assessment of advertising" Part ii "Post display analysis of promotional effectiveness" The report will cover what are considered to be main issues in evaluating methods of measuring advertising efffectiveness, for this was the guise under which the project was orginally set up. At a later date it is intended that a further review should be published on the material concerned with the process of how advertising works. This obviously has a strong overlap with any discussion on evaluation of effectiveness, but the area is large enough to warrant its own paper. It should be noted that as other areas become more evident as being of particular interest to the sponsor companies, an attempt will be made to review any relevant information which is available

Publisher: Cranfield School of Management
Year: 1973
OAI identifier: oai:dspace.lib.cranfield.ac.uk:1826/2890
Provided by: Cranfield CERES
Download PDF:
Sorry, we are unable to provide the full text but you may find it at the following location(s):
  • http://hdl.handle.net/1826/289... (external link)
  • Suggested articles


    To submit an update or takedown request for this paper, please submit an Update/Correction/Removal Request.