John Philip Jones, bestselling author of What's in a Name? and When Ads Work, has edited an authoritative handbook of research procedures that determine effective advertising. All participants in the advertising process - clients, media and agencies - are fully represented in this volume. Chapter authors reflect a global mix of academic and professional backgrounds and include: Leo Bogart, Andrew Ehrenberg, Simon Broadbent, Herbert Krugman, and the Editor John Philip Jones. Most chapters have been specifically written for this volume and are complemented by a few adaptations of classic articles.

Campaign Evaluation through Modeling

Campaign Evaluation through Modeling
Campaign evaluation through modeling

It is only when advertising is in the marketplace that we can evaluate its real effectiveness. Good advertising evaluation, paradoxically, does not concentrate on the advertising; rather, it considers the brand advertised. What has advertising added, and how have these values affected consumer behavior?

This chapter concentrates on the clues that sales data give us about the advertising contribution. Unfortunately, the marketplace is also where many other factors interfere with what we see. Some people believe that these disturbances are so great we can never see advertising results. This is unnecessarily gloomy. Econometrics, modeling, and experimentation are the tools we use to disentangle this confusion. These are all branches of statistics—and not the simplest. This kind of evaluation is ...

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