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2. Thinking Ahead.

Author

Crisp, Richard D.

Subjects
COPY editing, PRODUCT management, ADVERTISING copy, ADVERTISING, MARKETING strategy, CONSUMER research, ADVERTISING media planning, BUSINESS planning, CATEGORY management, STRATEGIC planning, MARKETING & psychology, RATE of return on advertising
Abstract

The ultimate goal of advertisers is to have a yardstick for measuring advertising effectiveness. That would make it possible, for instance, to determine on a factual and objective basis whether a given advertising appropriation would produce more sales volume per advertising dollar spent on magazines, newspapers, radio, television, or some combination of those media. Or it would provide answers to such subordinate but important questions as whether a magazine advertising campaign using four-color pages would produce more or less sales volume per advertising dollar than one using black-and-white pages or some other space unit...What progress is advertising research making toward that goal? [ABSTRACT FROM AUTHOR]

Published
1953

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