Advertising's Sales Effect Can Be Measured and Evaluated Very Well

Article Abstract:

The effects of advertising can be reliably measured and evaluated. Measuring advertising can serve several purposes. It can help an agency determine the optimal effectiveness and profitability of an advertisement. It can also aid in determining advertising budgets and choosing media. There are two factors to consider in measuring advertising. These are immediate vs. delayed response, and direct vs. indirect message-sales connection. To measure and evaluate advertising, agency executives must be willing to pay for the information, and keep accurate records concerning effective advertising. They must also be both innovative and practical in choosing measurement methods.

Measurement

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Theory and the Evaluation of Advertising

Article Abstract:

There is an ongoing debate in the field of advertising concerning idealism and econometry. In fact, it is the dynamic interaction between theory and empiricism that leads to the most effective advertising. Successful advertising evaluation and prediction does need theories. These theories should be practical and sensible theories based on observing what motivates a particular market. Two types of knowledge are required by both the client and the agency to have a better understanding of the effectiveness of advertising. These are analytical information about specific buying behavior, and the means to sensitively measure brand salience.

Brand choice, Public opinion, Brand name products, Brand names

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Consumer perceptions of fluid milk advertising in Taiwan

Article Abstract:

Issues concerning fluid milk advertising are discussed with emphasis on its impact on consumers. The study revealed that certain groups were more affected including those with high incomes and that their intake rose during the summer.

Research, Taiwan, Dairy industry, Dairy products industry

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