How Pedigree Petfoods Evaluate their Advertising Spend
Laurence Haselhurst Pedigree Petfoods
Pedigree Petfoods have been advertising since the early days of commercial television and we have spent a lot of time and effort assessing the value of that spend using a variety of different methods. This article, rather than concentrating on one particular area of research, summarises our views about the range of techniques that we have tried and are available. Since we have to pay the bills for advertising and balance the books, our views are at least pragmatic.
Most people have heard the Lord Leverhulme quotation I...