Quantifying the Ripple: Word-of-Mouth and Advertising Effectiveness
John E. Hogan Strategic Pricing Group
Katherine N. Lemon Carroll School of Management, Boston College
Barak Libai Faculty of Management, Tel-Aviv University
MEASURING ADVERTISING EFFECTIVENESS: HOW CAN WE IMPROVE?
Debate over how best to determine advertising effectiveness has continued unabated for decades as firms struggle to justify expenditures for one of the largest line items in the marketing budget. Participants in this debate often fall into two camps based on whether they focus on individual or aggregate level advertising response. Advocates for individual response models rightly argue that it is...