Evaluating the effects of advertising and sales promotion campaigns

Article Abstract:

Traditional approaches of accounting for advertising expenditures have focused primarily on the campaign's direct communication effects. In this paper we develop a framework in which advertising is conceptualized as having multiple effects. These multiple effects account for the various ways an advertising campaign can facilitate favorable brand evaluations and subsequent purchase decisions. The framework is examined empirically using filed research conducted by a major industrial manufacturer. This research includes data collected from three distribution channel groups in an industrial market. the results identify these multiple effects of advertising and their relative importance in facilitating sales. These findings are conceptually extended to other sales promotional mix elements, and a process is proposed for the implementation and accountability of marketing communication efforts. (Reprinted by permission of the publisher.)

Evaluation, Advertising campaigns, Sales promotions

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Selecting on industrial advertising agency

Article Abstract:

Many industrial companies are faced with a perplexing problem when advertising their products and services. The problem stems from the selection of an advertising agency and in the development of an appropriate control mechanism to manage the agency. The selection process proposed in this paper identifies five stages in the selection of a new advertising agency: (1) preplanning the agency selection; (2) agency visitation; (3) corporate visitation; (4) agency project presentations; and (5) selection decision and control process. (Reprinted by permission of the publisher.)

Planning, Advertising agencies, Appointments, resignations and dismissals, Business-to-business advertising, Business to business advertising

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Balancing the intellectual capital books: intangible liabilities

Article Abstract:

Unfunded intangible liabilities must be ascertained when considering an organization's intellectual capital, with aspects such as bad reputation, potential environmental cleanup and poor strategic planning contributing to intangible liabilities that may otherwise go unrecognized. An organization should ensure its executives are aware of intangible liability concerns and both external and internal auditors should be tasked with identifying off-balance sheet liabilities.

Accounting Methods NEC, Liabilities (Accounting), Accounting and auditing, Accounting, Intangible property, Intangible assets

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