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Advertising Effectiveness George Sotiropoulos

Advertising Effectiveness

George Sotiropoulos

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 About the Book 

This paper focuses on the effectiveness of advertising, in that there is no need for advertising if the latter has not a complete and efficient design as a whole. That is to say that effectiveness, in the particular case of advertising, may concern any one part and stage of its design, such as its early objectives, budgeting, selection of message, media strategy and sales effect. But in practice, when advertising effectiveness is concerned, we often mean the evaluation of the media strategy and sales effect- These are the two points which we will analyze in this paper.