Competitive advertising effectiveness

Date of publication: February 27, 1985

Author: Peter J. Hayes

Abstract:

The papers describes the techniques used, both in medical and in other fields. It shows how advertising effectiveness can be related to advertising expenditure on a time series basis, so that strategic action can be taken to deal with competitive threats and potential opportunities. The paper also discusses the evaluation of the relative success of each element of the promotional mix, again in relation to expenditure.

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