Despair-or Hope for the Future?

W. Duncan Reekie
Additional contact information
W. Duncan Reekie: University of Edinburgh

Chapter 5 in Advertising, 1974, pp 61-75 from Palgrave Macmillan

Abstract: Abstract The conceptual tools for improving the quality of management decision taking are available. Unfortunately, it appears from the previous chapter’s discussion that decisions are taken, not optimally, but rather with a series of more or less sophisticated rules of thumb. This, of course, is inevitable until greater precision is obtainable in assessing the relationship between cause and effect, between advertising and its results. At present, as Table 5.1 indicates, there appears to be an inverse relationship between measurement of advertising achievement and the relevance of that achievement to corporate goals. Although advertisers may hope that there is a logical hierarchical movement by potential consumers from advertisement exposure to favourable attitude change to purchase, there is no proof that this is so. Nor, if it is so for some consumers, is it known what proportion of the total market these might represent.

Keywords: Response Function; Recognition Test; Test Area; Average Readership; Seat Belt (search for similar items in EconPapers)
Date: 1974
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-349-02084-3_5

Ordering information: This item can be ordered from
http://www.palgrave.com/9781349020843

DOI: 10.1007/978-1-349-02084-3_5

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().