Clegg, Alicia
August 2002
Marketing Week;8/22/2002, Vol. 25 Issue 34, p39
Trade Publication
Discusses market researchers' resort to innovative methods for assessing the impact of advertising. Inherent difficulty of assessing advertising effectiveness; Problems with using media awareness as yardstick; Case for increasing sales through advertising without high levels of awareness; Role of market research in evaluation; Limits of econometric modelling.


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