Application of a new theory to allow a better definition, control and measurement of advertising strategies

Date of publication: November 28, 1973

Author: Marc Vincent

Abstract:

This presentation will consist in two parts: 1. Possibilities and limitations of measuring campaign efficiency in the actual current state of definition of advertising strategies. This will be shown through actual pieces of research we have done. 2. Implications, new possibilities of definitions, control and measurement through a precisely stated advertising strategy. This will be shown through the presentation of an actual example of campaign and actual analysis of the process and steps of influence (although monographic and no representative).

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