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- Title
Evaluation of Advertising Performance.
- Authors
Christian, Richard C.
- Abstract
The article discusses the difficulties of determining the efficiency of advertising and proposes an Audit System to help in performing this task. The author points out the many ways that are used to determine the efficiency of advertising after the potential consumer has already viewed the advertisement. He remarks that it is also important to understand the orientation of the product before the advertisement is implemented in order to gain knowledge on the efficiency of the advertisement after viewing has occurred, and suggests a three-point audit system for this task. The three-points are described as the marketing audit, the attitude audit, and the communications audit.
- Subjects
ADVERTISING; RATE of return on advertising; MARKETING; MARKETING audits; CONSUMER attitudes; COMMUNICATION in marketing; PUBLIC relations; CORPORATE image; ADVERTISING agencies; MARKETING management
- Publication
Journal of Marketing, 1961, Vol 25, Issue 5, p76
- ISSN
0022-2429
- Publication type
Article
- DOI
10.2307/1248968