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- Title
TRACEABLE RESPONSE AS A METHOD OF EVALUATING INDUSTRIAL ADVERTISING: A CASE STUDY.
- Authors
Margolis, Charles
- Abstract
It has been indicated that there are frequently great differences in the productivity of individual industrial advertisements, and that advance prediction of these differences is extremely difficult. As a result, many thousands of dollars of advertising money are wasted. This is a contributing factor to the high costs of industrial distribution. Every approach to advertising evaluation is based on these questions: What happened? What did I get for my money? How can II do better next time? Inquiry and sales testing are an attempt to answer these questions. No one method is more efficient generally than others. However, some methods are more. applicable than others, depending on the industrial, advertiser's objectives, product, and methods of distribution. For many products seems indicated that inquiry and sales testing methods arc valid and reliable, both as measures of the direct response and the publicity values of the copy. For other products, other means of advertising evaluation will need to be devised. In any case, it cannot he urged too strongly that organized industrial advertising research be conducted on a continuing basis. This would seem to be the only hope of attaining the increases in efficiency so sorely needed in industrial advertising. Certainly it is the only way we know today to substitute fact for rule of thumb in an area where opinion and bias hold full sway. In short, we need more demonstrable, verifiable facts about industrial advertising and its effects.
- Subjects
INDUSTRIAL advertising; ADVERTISING campaigns; INDUSTRIAL productivity; SALES; MARKET surveys; PUBLICITY; BUSINESS; MARKETING audits; MARKETING management; MARKETING research; MARKETING science; INQUIRY (Theory of knowledge); MOTIVATION research (Marketing); ADVERTISING copy
- Publication
Journal of Marketing, 1947, Vol 12, Issue 2, p202
- ISSN
0022-2429
- Publication type
Article
- DOI
10.2307/1245359