Tracking the shampoo market

Date of publication: June 15, 1981

Author: Alan Smith

Abstract:

There are two broad approaches which a company may adopt in trying to evaluate the benefits gained from its advertising expenditure. These are either by analysis of sales or by some form of consumer research. In this paper the results obtained from one particular tracking study are analysed. Clear differences emerge between the achievements of brands with different media policies which should be sufficient to challenge the cost efficiency of one of the alternative strategies.

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