The use of management information in media advertising

Date of publication: April 1, 1974

Author: John Hawthorne


The paper sets out to examine the function of advertising for a retail organisation; the need to select the correct target audience at whom to direct it; the criteria for media selection; the creative approach and the subsequent measurement of results. It attempts to discuss some of the information sources available and information therein provided and how it can be used to satisfy these needs and criteria. It examines some examples of pre and post advertising research.

John Hawthorne


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