Analysing relationships between advertising and marketing data.

Claudio Conti

This paper describes the structure and main features of a tool aiming at understanding the role played by advertising within the marketing environment.

Analysing relationships between advertising and marketing data.

Claudio Conti CARAT Group, United Kingdom

The question concerning relationships amongst advertising and marketing variables has been strongly focused during last years, arising a wide and increasing debate.

Several reasons are behind this. From one side, there are relevant theoretical developments and experimental findings. A good example is given by contributions from S. Broadbent and J. P. Jones. But there are other strong reasons, which should be probably better elucidated. For instance, in most European countries TV and other media are getting more and more crowded with ads, whose 'quality' and 'potential...

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