How campaign tracking studies & econometric modelling can undervalue advertising benefits

Article Abstract:

This article discusses the validity of the use of economic modeling and advertising campaign tracking in monitoring advertising expenditures. Issues include aiming for better-than-average campaigns, using econometric modelling to identify factors which affect successful marketing, and discerning the interrelationships among econometric factors.

Econometrics & Model Building, Usage, Econometrics, Advertising expenditures, Business models

---

Can tracking studies tell lies?

Article Abstract:

This article discusses the concept of tracking advertising's marketplace performance. Issues discussed relate to the accuracy of results and data, and the author proposes that the industry should be cautious in their use of tracking data.

Marketing, Advertising research

---

How divergent beliefs cause account team conflict

Article Abstract:

This paper provides research information acquired from US and UK advertising agencies to introduce a proposal for conceptualizing the theory that underlies the use of consumer research in development advertising.

United States, Science & research, Agencies, Methods

Similar abstracts:

• Abstracts: A 50-year longitudinal study of changes in the content and form of food advertising in New Zealand magazines. Can recipients of sales flyers be segmented?
• Abstracts: As crises pile up, Bristol CEO relies on board allies. Computer Associates names new CEO
• Abstracts: Oil-price surge dims world economic hopes: more-costly energy is seen slowing investment, hiring and accelerating inflation
• Abstracts: Ensuring AsiaEs maritime safety. Unsettling Asia for security's sake
• Abstracts: New game, many winners. Chinadotcom's second chance

This website is not affiliated with document authors or copyright owners. This page is provided for informational purposes only. Unintentional errors are possible.