Advertising and Promotion Effectiveness - Learnings from a Five-year Study

The British single-source database Adlab has been the basis for this study of advertising and promotion effectiveness.
  

Advertising and Promotion Effectiveness Learnings from a Five-year Study

Professor Flemming Hansen,  andM.Sc. Lotte Yssing Hansen, Forum for Advertising Research, Copenhagen Business School

INTRODUCTION

Since the 1960s (Grnholdt, 1990) there...