Abstract:

Is it possible today for a firm which is thinking of devoting a considerable sum to the financing of an advertising campaign to obtain a fairly accurate forecast of tho results of the campaign either from its publicity department or its advertising agent? To answer this question, it is necessary first of ail to define very clearly the type of results that may be expected from an advertising campaign. Company directors and managers generally reply that by results they mean an increase in sales during the weeks immediately following the end of the campaign.