The evaulation of advertising objectives: Draft for discussion

Show simple item record Corkindale, David Kennedy, Sherril 2008-08-11T10:23:26Z 2008-08-11T10:23:26Z 1974-11
dc.description.abstract This report is a sequel to that prepared earier by the MCRC on 'Setting Advertising Objectives' (Report no. 6). In this earlier work the need for setting clear advertising objectives was recommended as a necessary precursor for any measurement of advertising achievement. the different types of advertising objectives that can be set, and the circumstances in which they are set, was examined by the MCRC through in-depth analyses of some 27 product case histories. A clear distinction was drawn between marketing objectives. en_UK
dc.language.iso en en_UK
dc.publisher Cranfield School of Management en_UK
dc.relation.ispartofseries School of Management; Marketing Communications Research Centre; Report no. 10 en_UK
dc.relation.ispartofseries MCRC; Report no. 10 en_UK
dc.title The evaulation of advertising objectives: Draft for discussion en_UK
dc.type Working Paper en_UK

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