Advertising productivity: developing an agenda for research

Despite its importance, research on advertising productivity is limited and fragmentary. This article consolidates the major research streams on different facets of productivity.

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...

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