Monitoring Advertising Performance

Colin McDonald

This monograph reviews a number of papers delivered at Admap seminars on `Monitoring Advertising Performance' and attempts to distil their essence, together with other sources, into a review of the subject as a whole.

Monitoring Advertising Performance

Colin McDonald

CONTENTS

  1. Introduction: Why Assessing Advertising Performance is Difficult
  2. Setting Accountable Objectives
  3. The End Results of Advertising
  4. Measurement for Accountability
  5. Consumer Response
  6. Conclusions
  7. Bibliography

INTRODUCTION: WHY ASSESSING ADVERTISING PERFORMANCE IS DIFFICULT

Dealing with advertising is still one of the hardest tasks facing marketing people. It is a major cost - often a company's second largest external expenditure after raw materials. Accountants and finance directors and, ultimately, shareholders, require convincing evidence that this money is being well spent: that it...

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