Measuring the outcome of marketing activity

The authors of this paper review the weaknesses of traditional econometric tracking in the area of marketing communications.

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...

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