A framework for maximizing advertising productivity : working paper series

Author / Creator

Johnson, Robert author

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Summary

The purpose of this paper will be to provide practitioners with a framework for the evaluation and control of the advertising effort. Through a systematic examination of the creative, media, testin...

The purpose of this paper will be to provide practitioners with a framework for the evaluation and control of the advertising effort. Through a systematic examination of the creative, media, testing, and budget activities managers will be able to assess the productivity of current advertising efforts and make the changes needed to maximize the output of their advertising dollars.

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