Advertising Assessment—Myth or Reality?

C D Beaumont, K Geary, C Halliburton, D Clifford and R Rivers
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C D Beaumont: Collett Dickenson and Pearce, 110 Euston Road, London NW1 2DQ, England; and London Business School, London NW1 4SA, England
K Geary: Coopers and Lybrand Associates Ltd, Plumtree Court, London EC4A 4HT, England
C Halliburton: Coopers and Lybrand Associates Ltd, Plumtree Court, London EC4A 4HT, England; and European School of Management, 12 Merton Street, Oxford 0X1 4JH, England

Environment and Planning A, 1989, vol. 21, issue 5, 629-641

Abstract: In this paper the topic of advertising assessment is revisited, given the widespread availability of low-cost microcomputer modelling developments. It is recognised that when regression analysis became popular in the 1970s with the advent of the mainframe computer, much hype and little marketing benefit ensued. It is argued that simply speeding up the old practices of the 1970s, which rightly fell from favour, will provide no benefit to the advertising industry. ‘What is new’, the ‘benefits’ of advertising assessment, and where it is applicable are described. It is suggested that not only does technology facilitate data analysis, but also, critically, modelling methodology itself has changed, with a greater ability to remain close to one's data. As a consequence, it is argued that improved advertising decisions can only be made when the other elements of the marketing mix are formally taken into account. The methodology described in the paper has been developed and successfully applied in a number of sectors for different UK clients of Coopers and Lybrand, and Collett Dickenson and Pearce.

Date: 1989
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Persistent link: https://EconPapers.repec.org/RePEc:sae:envira:v:21:y:1989:i:5:p:629-641

DOI: 10.1068/a210629

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