Abstract:

Advertising performance is probably the most discussed subject amongst marketing and advertising people, particularly in the pharmaceutical field. This paper discusses the way that Ciba-Geigy and their advertising agency, the General Advertising Company of London Limited, measure advertising effectiveness, collate and store this data, and use the cumulated data base to optimise media scheduling and improve advertising effectiveness. Additionally, the paper discusses the way that this unique data base can be used to quantify the effects of alternative advertising and media strategies, and provide a clearer scenario for decision making.