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Research papers

Introduction

In the complex world of advertising today, in the face of dramatic changes in media, consumer lifestyles and corporate structures, there is a tendency on the part of advertising professionals, both agency and client, to feel that they must reinvent...

Catalogue: ARF Guidelines Handbook
Author: Malcolm A. McNiven
June 15, 1990
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Citation

McNiven, M. A. (1990a, June 15). Introduction. ANA - ESOMAR. Retrieved May 01, 2024, from


https://ana.esomar.org/documents/introduction-3471


Research papers

Estimating the cost effectiveness of advertising

I have taken you through our decision process by which we arrive at an advertising budget. On the way we have checked out the total business, developed the basic business strategy, supported the development of an appropriate marketing strategy, and...

Catalogue: Seminar 1978: The Business Of Advertising
Author: Malcolm A. McNiven
June 1, 1978
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Citation

McNiven, M. A. (1978a, June 01). Estimating the cost effectiveness of advertising. ANA - ESOMAR. Retrieved May 01, 2024, from


https://ana.esomar.org/documents/estimating-the-cost-effectiveness-of-advertising