Abstract:
Constantly measuring the advertising success of a campaign and deciding the relative importance of the individual influences is a complicated task in view of the large number of variable influences, usually acting simultaneously, which are encountered in the course of the campaign (e. g, competitors' activities, simultaneous advertising in different media, etc.). However, it is even more difficult to take the results of such analysis and embody them quickly and to the best advantage in further planning. The paper shows the practical application of a system of interviewing by means of which the weightings of the various influences in an advertising campaign can be determined and calculated. Integration in a mathematical multi-media optimisation program ensures that the results obtained can be utilised as quickly as possible in planning the subsequent course of the campaign. Advertising research thus becomes a firm part of media planning.
This could also be of interest:
Research Papers
The optimisation of advertising success
Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Author: Dieter Müller-Veeh
 
June 15, 1972
Research Papers
The emotional drivers of advertising success
Catalogue: Congress 2005: Making A Difference
Author: Graham Page
Company: KANTAR TNS Malaysia
September 21, 2005
Research Papers
The effectiveness of television advertising
Catalogue: Seminar 1987: The Application Of Research To Broadcasting Decisions
Authors: Flemming Hansen, Lars Grønholdt
 
June 15, 1987
