Measuring the selling effectiveness of different advertising appropriations
Thornton C. Lookwood
(Benton & Bowles Ltd, New York, USA)
679
Abstract
Presents one of the methods given to the Marketing Society Study Group intended for examining the setting of advertising appropriations and new developments in this field. Suggests three alternative theories of sales response to advertising. Concludes that given careful experimental conditions it is possible to measure directly the sales response to different advertising appropriations.
Keywords
Citation
Lookwood, T.C. (1968), "Measuring the selling effectiveness of different advertising appropriations", European Journal of Marketing, Vol. 2 No. 1, pp. 4-12. https://doi.org/10.1108/EUM0000000005239
Publisher
:MCB UP Ltd
Copyright © 1968, MCB UP Limited