How campaign tracking studies & econometric modelling can undervalue advertising benefits
Article Abstract:
This article discusses the validity of the use of economic modeling and advertising campaign tracking in monitoring advertising expenditures. Issues include aiming for better-than-average campaigns, using econometric modelling to identify factors which affect successful marketing, and discerning the interrelationships among econometric factors.
Publication Name: International Journal of Advertising
Subject: Business, international
ISSN: 0265-0487
Year: 1999
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Can tracking studies tell lies?
Article Abstract:
This article discusses the concept of tracking advertising's marketplace performance. Issues discussed relate to the accuracy of results and data, and the author proposes that the industry should be cautious in their use of tracking data.
Publication Name: International Journal of Advertising
Subject: Business, international
ISSN: 0265-0487
Year: 1999
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How divergent beliefs cause account team conflict
Article Abstract:
This paper provides research information acquired from US and UK advertising agencies to introduce a proposal for conceptualizing the theory that underlies the use of consumer research in development advertising.
Publication Name: International Journal of Advertising
Subject: Business, international
ISSN: 0265-0487
Year: 2003
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