Advertising Productivity: Developing an Agenda for Research
John Kim & Mukesh BhargavaOakland University andsSridhar RamaswamiIowa State University
Introduction
The substantial volume of past research on advertising has focused on advertising effectiveness. The main issue in this research stream was to discover how advertising influences consumers. Thus, the research questions addressed were: 'What is the goal of an advertising campaign, and how do we achieve it?' Past research has provided very important insights into these issues (e.g. Vakratsas and Ambler (1999) provide an excellent review).
Although advertising effectiveness is a critical issue, we have...