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Author : Gordon Eldon Miracle
Publisher :
ISBN 13 :
Total Pages : 440 pages
Book Rating : 4.:/5 (89 download)
Download or read book A Method of Measuring the Productivity of Advertising written by Gordon Eldon Miracle and published by . This book was released on 1962 with total page 440 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : John L. Palshaw
Publisher :
ISBN 13 :
Total Pages : 110 pages
Book Rating : 4.3/5 (21 download)
Download or read book Practical Methods of Measuring Advertising Effectiveness written by John L. Palshaw and published by . This book was released on 1975 with total page 110 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Newton B. Morgan (Jr.)
Publisher :
ISBN 13 :
Total Pages : 98 pages
Book Rating : 4.:/5 (914 download)
Download or read book Measuring Productivity in Marketing written by Newton B. Morgan (Jr.) and published by . This book was released on 1966 with total page 98 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Howard S. Gitlow
Publisher : Springer
ISBN 13 : 3319169343
Total Pages : 413 pages
Book Rating : 4.3/5 (191 download)
Download or read book Proceedings of the 1979 Academy of Marketing Science (AMS) Annual Conference written by Howard S. Gitlow and published by Springer. This book was released on 2015-05-28 with total page 413 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume includes the full proceedings from the 1979 Academy of Marketing Science (AMS) Annual Conference held in Miami, Florida. It provides a variety of quality research in the fields of marketing theory and practice in areas such as consumer behaviour, marketing management, marketing education and international marketing, among others. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
Author : Guy R. Powell
Publisher : John Wiley & Sons
ISBN 13 : 047082395X
Total Pages : 304 pages
Book Rating : 4.4/5 (78 download)
Download or read book Marketing Calculator written by Guy R. Powell and published by John Wiley & Sons. This book was released on 2008-09-29 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book uncovers the components of driving increased marketing effectiveness and can be applied to just about every industry and marketing challenge. It demystifies how marketers can significantly improve their measurement and management infrastructure in order to improve their return on marketing effectiveness and ROI. They will be able to significantly improve their tactical and strategic decision-making and finally be able to respond to John Wannamachers' "half of my advertising is wasted; I just don't know which half." With this in hand, they will be able to avoid the budget cutting ax, become a critical component of corporate success and enhance their careers. Even in a crowded theoretical marketing environment there are three new concepts being introduced: 1. The Marketing Effectiveness Framework to help marketers talk the talk of marketing effectiveness within marketing and with the C-Suite. 2. The Marketing Effectiveness Continuum to help marketers understand the organizational issues and change management associated with delivering long lasting enhanced marketing effectiveness. 3. The Marketing Accountability Framework to help marketers begin to collect data that is meaningful to improving their marketing effectiveness and to become accountable for their results. It is one of the only marketing books covering the topic at a global level. It includes a great number of specific case studies from North America, Asia, Europe and Africa. The cases cover the following industries: Telecommunications, consumer packaged goods, home repair services, travel, utilities, software, restaurants, alcoholic and non-alcoholic beverages and others. It can also be used to support marketing education at the university level. Whether the reader is a marketer, business analyst, C-level executive, this book will help them to understand the key issues surrounding the measurement of marketing effectiveness. More than that however, is how each of the concepts can be directly applied to their marketing environment. Each of the concepts are applied to the different types of businesses (business-to-business, OEM, consumer, NGO and others) so they can quickly make them actionable.
Author : David R. Corkindale
Publisher : Lexington Books
ISBN 13 :
Total Pages : 268 pages
Book Rating : 4.3/5 (512 download)
Download or read book Measuring the Effect of Advertising written by David R. Corkindale and published by Lexington Books. This book was released on 1975 with total page 268 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : William D. Wells
Publisher : Psychology Press
ISBN 13 : 1317779517
Total Pages : 419 pages
Book Rating : 4.3/5 (177 download)
Download or read book Measuring Advertising Effectiveness written by William D. Wells and published by Psychology Press. This book was released on 2014-03-05 with total page 419 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume includes edited and revised versions of the papers delivered and discussed at the recent Advertising and Consumer Psychology Conference. Following the theme of the conference -- "Measuring Advertising Effectiveness" -- the book blends academic psychology, marketing theory, survey methodology, and practical experience, while simultaneously addressing the problems and limitations of advertising. Acknowledging that advertisements are subtle, diverse, complex phenomena that require detailed investigation, this compilation explores the multidimensional nature of advertising's diverse effects from both academic and applied perspectives. Updates on theories and methods -- along with expert commentaries -- help to make this a valuable collection that will be of interest to advertising and marketing specialists and communications experts alike.
Author : Bo Wickström
Publisher :
ISBN 13 :
Total Pages : 63 pages
Book Rating : 4.:/5 (483 download)
Download or read book About Methods to Measure the Effectiveness of Advertising written by Bo Wickström and published by . This book was released on 1961* with total page 63 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Sharan Jagpal
Publisher : Oxford University Press
ISBN 13 : 0195371054
Total Pages : 665 pages
Book Rating : 4.1/5 (953 download)
Download or read book Fusion for Profit written by Sharan Jagpal and published by Oxford University Press. This book was released on 2008-09-26 with total page 665 pages. Available in PDF, EPUB and Kindle. Book excerpt: The corporate world is typically structured in silos. Managers urgently need to overcome this "silo" effect by fusing ideas across different functional areas in the firm. In Fusion for Profit, Sharan Jagpal, a well-known and highly respected multidisciplinary researcher and business consultant, explains in simple language using real-world examples how managers can use sophisticated concepts to fuse different functional areas in the firm, especially marketing and finance, to increase the firm's value. The author provides novel solutions to a wide range of complex business problems ranging from choosing pricing and bundling strategies, to positioning and messaging strategies, to measuring brand equity, to measuring advertising productivity in a mixed media plan including Internet advertising, to compensating a multiproduct sales force, to measuring the potential gains and risks from mergers and acquisitions. These concepts are illustrated using case studies from a variety of firms in different industries, including AT&T, Coca-Cola, Continental Airlines, General Electric, Home Depot, Southwest Airlines, and Verizon.
Author : Roland Moeller
Publisher : GRIN Verlag
ISBN 13 : 3346359204
Total Pages : 23 pages
Book Rating : 4.3/5 (463 download)
Download or read book Measures of Advertisement Effectiveness. Principles and Practice written by Roland Moeller and published by GRIN Verlag. This book was released on 2021-03-09 with total page 23 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2016 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, University of Bayreuth (Lehrstuhl für BWL III: Marketing & Konsumentenverhalten), course: Seminararbeit zur Spezialisierung Marketing, language: English, abstract: This paper deals with advertisement effectiveness and how it can be measured. Advertisements have to be well created by companies to target their audience. How can this be accomplished? Also, is there a possibility to measure the effectiveness of such ads? What are the measures for effective advertisements? The paper gives suggestions which measures should be picked and an overview of those. This is followed by recent research and different points of view from scholars on this topic. Advertisement effectiveness and how it is measured is a large research topic. Not only for researchers but lately increasingly important for managers due to cost allocation and huge expanses. It is discussed since decades with constantly new developments and updates due to researchers. Through this process many new views on different measures emerged making it more and more complex for advertisers by considering which advertisement will generate the most profit. Since then, marketing science has created many good models which will be presented in this paper. Do you want to experience a 100 meter bungee jump? Or a tremendously fast race in a formula 1 sports car? Do you prefer a survival march through a tropical forest after paragliding down a mountain? These extraordinary adventures are sold as services by companies like Jochen Schweizer. Advertisement effectiveness and how it is measured is a large research topic. Not only for researchers but lately increasingly important for managers due to cost allocation and huge expanses. It is being discussed since decades with constantly new developments and updates due to researchers.
Author : Louis P. Bucklin
Publisher : Marketing Classics Press
ISBN 13 : 1613112130
Total Pages : 128 pages
Book Rating : 4.6/5 (131 download)
Download or read book Productivity in Marketing written by Louis P. Bucklin and published by Marketing Classics Press. This book was released on 2011-09-15 with total page 128 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Advertising Measurement and Decision Making written by and published by . This book was released on 1968 with total page 134 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Anthony Johnson
Publisher :
ISBN 13 : 9780368312984
Total Pages : pages
Book Rating : 4.3/5 (129 download)
Download or read book Measuring Marketing Efficiency written by Anthony Johnson and published by . This book was released on 2019-02-16 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: The strategic role of marketing is widely known in the modern business world. Marketing is considered as crucial factor for an enterprise's overall success on a market. Major companies incorporate marketing into their activities to ensure better productivity and profitability. Therefore, a question of measuring the effectiveness of marketing arises. Principles and the importance of marketing for the companies are demonstrated in this paper, along with the means of measurement of marketing efficiency. However, evaluation of marketing efficiency is sophisticated, since no general model for assessment was designed. The main metrics and methods of measurement were presented and analyzed in this paper, in order to develop an evaluation method for assessing the effectiveness of marketing of the case company. TUKIKON Oy's marketing activities were studied in order to detect possible flaws in the marketing performance and improve them. Based on the conducted analysis, the marketing of the case company was found professional, and the low response rate on the marketing campaigns was justified by the complex current political and economic situation in Europe and Russia. The following recommendations, based on the investigation, have been given to the case company: implement marketing researches regularly to respond to changes in the environments; organize marketing strategies; reinforce sales promotion by participating in conferences and exhibitions to enhance brand-awareness; and maintain the employees' qualifications and provide staff with training sessions if needed to assure the high quality of the services provided.
Author : Caitlin Sadowski
Publisher : Apress
ISBN 13 : 1484242211
Total Pages : 306 pages
Book Rating : 4.4/5 (842 download)
Download or read book Rethinking Productivity in Software Engineering written by Caitlin Sadowski and published by Apress. This book was released on 2019-05-07 with total page 306 pages. Available in PDF, EPUB and Kindle. Book excerpt: Get the most out of this foundational reference and improve the productivity of your software teams. This open access book collects the wisdom of the 2017 "Dagstuhl" seminar on productivity in software engineering, a meeting of community leaders, who came together with the goal of rethinking traditional definitions and measures of productivity. The results of their work, Rethinking Productivity in Software Engineering, includes chapters covering definitions and core concepts related to productivity, guidelines for measuring productivity in specific contexts, best practices and pitfalls, and theories and open questions on productivity. You'll benefit from the many short chapters, each offering a focused discussion on one aspect of productivity in software engineering. Readers in many fields and industries will benefit from their collected work. Developers wanting to improve their personal productivity, will learn effective strategies for overcoming common issues that interfere with progress. Organizations thinking about building internal programs for measuring productivity of programmers and teams will learn best practices from industry and researchers in measuring productivity. And researchers can leverage the conceptual frameworks and rich body of literature in the book to effectively pursue new research directions. What You'll LearnReview the definitions and dimensions of software productivity See how time management is having the opposite of the intended effect Develop valuable dashboards Understand the impact of sensors on productivity Avoid software development waste Work with human-centered methods to measure productivity Look at the intersection of neuroscience and productivity Manage interruptions and context-switching Who Book Is For Industry developers and those responsible for seminar-style courses that include a segment on software developer productivity. Chapters are written for a generalist audience, without excessive use of technical terminology.
Author : Pauline Maclaran
Publisher : SAGE
ISBN 13 : 144620698X
Total Pages : 546 pages
Book Rating : 4.4/5 (462 download)
Download or read book The SAGE Handbook of Marketing Theory written by Pauline Maclaran and published by SAGE. This book was released on 2009-12-04 with total page 546 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bringing together the latest debates concerning the development of marketing theory, featuring original contributions from a selection of leading international authors, this collection aims to give greater conceptual cohesion to the field, by drawing together the many disparate perspectives and presenting them in one volume. The contributors are all leading international scholars, chosen to represent the intellectual diversity within marketing theory. Divided into six parts, the Handbook covers the historical development of marketing theory; its philosophical underpinnings; major theoretical debates; the impact of theory on representations of the consumer; the impact of theory on representations of the marketing organisation and contemporary issues in marketing theory.
Author :
Publisher :
ISBN 13 :
Total Pages : 1024 pages
Book Rating : 4.:/5 (31 download)
Download or read book Bulletin of the United States Bureau of Labor Statistics written by and published by . This book was released on 1966 with total page 1024 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Faridah Djellal
Publisher : Edward Elgar Publishing
ISBN 13 : 1848444966
Total Pages : 261 pages
Book Rating : 4.8/5 (484 download)
Download or read book Measuring and Improving Productivity in Services written by Faridah Djellal and published by Edward Elgar Publishing. This book was released on 2009-01-01 with total page 261 pages. Available in PDF, EPUB and Kindle. Book excerpt: The question of how to measure and improve productivity in services has been a recurrent topic in political debates and in academic studies for several decades. The concept of productivity, which was developed initially for industrial and agricultural economies poses few difficulties when applied to standardized products. The advent of the service economy contributed to call into question, if not the relevance of this concept, at least its definition and measurement methods. This book takes stock of the issues met by productivity in services on theoretical, methodological and operational levels. The authors examine various definitions of productivity and the main methods of its measurement. A survey of recent conceptual and methodological debates on the notion of productivity is also presented. A more operational and strategic perspective is then adopted in order to identify and analyze the main levers, factors and determinants for improving productivity and, more generally, the actual strategies adopted for this purpose in firms and organisations. Providing a deep understanding of the specific and underestimated performance processes within service industries, this book will be of great interest to those involved in industrial economics, management science and public administration.
