Abstract
Retailers are increasingly turning towards using advertising to affect long-term image. Thus measuring short-term sales increases or decreases is no real indicator of whether the advertising works or not as intended. This paper describes a consumer monitoring system designed to measure the effectiveness of advertising campaigns in a systematic manner. In particular, it highlights a methodology that models the effect, the image movement, as well as the intermediate variables advertising awareness and communication.
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© 1989 Unicom Seminars Limited
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Carter, P. (1989). Advertising tracking for retailers: helping retailers assess advertising performance. In: Lewis, R. (eds) I.T. in Retailing. Springer, Dordrecht. https://doi.org/10.1007/978-94-011-6405-4_16
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DOI: https://doi.org/10.1007/978-94-011-6405-4_16
Publisher Name: Springer, Dordrecht
Print ISBN: 978-94-011-6407-8
Online ISBN: 978-94-011-6405-4
eBook Packages: Springer Book Archive