Is your advertising working? A guide to evaluating campaign performance

Evaluating the results of an advertising campaign is a complex undertaking, not least because the demands on such an enterprise depend on the perspective which is adopted.

Is your advertising working? A Guide to Evaluating Campaign Performance

Colin McDonaldInternational Journal of Advertising

WHY DOES IT STILL SEEM SO DIFFICULT TO EVALUATE ADVERTISING RESULTS?

The short answer is because it is a problem with many faces. Different...