Abstract:
The author has attempted to show that conducting ad hoc survey research to determine the effectiveness of below- the-line activities is a viable but difficult field to work in. Once a decision has been made as to what performance criterion variables are to be used the problems resolve into ones of data collection and interpretation. By setting levels of acceptability, decision and action standards (preferably in terms of threshold and target levels), a good deal of information becomes available providing a reasonable basis for evaluation.
Research Papers
The evaluation of below-the-line activity by ad hoc field research
Catalogue: Seminar 1971: Below-The-Line Activities
Author: Peter Sampson
 
May 19, 1971
Research Papers
Maximising communicational effectiveness
Catalogue: Seminar 1991: How Advertising Works And How Promotions Work
Author: Peter Holloway
 
June 15, 1991
Research Papers
The use of market research as positive aid to improving promotional strategy, execution and evaluation within a total communication concept and specifically in relation to advertising
Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions
Authors: Michael J. Franklin, David Wilding
 
June 15, 1976
