The effects and effectiveness of advertising

Adrian Furnham

A chapter in Head & Heart Management, 2008, pp 200-201 from Palgrave Macmillan

Abstract: Abstract Advertising effectiveness is concerned, quite simply, with making a tangible contribution to a company and its brand. It is essentially reducible to a cost – benefit ratio of the total cost of an advertising campaign divided by the incremental income generated from purchases of the product over a particular time period.

Keywords: Human Resource Management; Brand Image; Benefit Ratio; Advertising Campaign; Free Response (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-59831-7_76

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DOI: 10.1057/9780230598317_76

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