Measuring The Outcome Of Marketing Activity
Helen BeirneAlison DrummondCarat Insight andMatthew DoddNews International
Marketing and communications work in one or both of the following ways:
- they influence customer attitudes
- they affect behaviour.
Econometric modelling helps us investigate impacts on behaviour but other approaches are necessary to understand effects on attitudes.
To date, the traditional approach has been to identify the client's advertising communications, draw a sample from the population, ask them whether they recall seeing any advertising, and then ask them to agree...