Advertising expenditure- advertising effect
The paper describes practical experience with a method for monitoring advertising effectiveness (Werbemonitor). The principle of this method lies in the continuous collection of specific advertising effectiveness measures from consumers at frequent intervals and the relation of these measures to concurrent advertising expenditure in the various media. The measures used in consumer interviews concern two different criteria of advertising effectiveness: Awareness of the advertising campaign and attitudes/product expectations related to the brand. The paper is concerned with experience of the relationship between advertising awareness and expenditure. A variety of practical examples are given.
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