Summary |
Based on key reports from the IPA and leading advertising experts, this book offers the first comprehensive and coherent quantitative approach gauging advertising performance.
Organized into four sections, according to where the advertising effect Is to be seen, the book provides analysis of how to measure and improve the effectiveness of advertising spend in terms of:
• Company value effects
• Business performance effects
• Customer effects
• brand effects
In addition, there is a brief introductory section and each chapter is prefaced by a short executive summary describing ‘the argument in brief’.
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