Monitoring Advertising Performance
Colin McDonald
CONTENTS
- Introduction: Why Assessing Advertising Performance is Difficult
- Setting Accountable Objectives
- The End Results of Advertising
- Measurement for Accountability
- Consumer Response
- Conclusions
- Bibliography
INTRODUCTION: WHY ASSESSING ADVERTISING PERFORMANCE IS DIFFICULT
Dealing with advertising is still one of the hardest tasks facing marketing people. It is a major cost - often a company's second largest external expenditure after raw materials. Accountants and finance directors and, ultimately, shareholders, require convincing evidence that this money is being well spent: that it...