Measurement of advertising effectiveness
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Chanjin Chung; Harry M. Kaiser
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Article
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1999
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John Wiley and Sons
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English
โ 116 KB
The objective of this study is to examine the impacts of alternative measures of advertising exposure on the evaluation of advertising effectiveness. This study used quarterly data of post-buy actual GRPs and corresponding advertising expenditures for the New York City fluid milk market. First, the