Chapter Fifteen Outline - Chapter 15 Measuring the...

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Chapter 15 Measuring the Effectiveness of Brand Promotions
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Issues in Measuring Effectiveness First among the issues to consider when exploring the measurement of promotion’s effectiveness is the scope of promotion research. Marketers must determine whether research meets the criteria of: reliability validity trustworthiness meaningfulness Research that is based on custom and history should be avoided. Account planning is a system used to analyze the research data for projects. It differs from traditional promotion research in three ways: organization prominent role of research tendency towards qualitative and naturalistic research
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Issues in Measuring Effectiveness, Continued Message evaluation is an attempt to gain some assurance that the promotional message is doing essentially what it is supposed to do. Clients often want normative test scores, however this isn’t always the most appropriate or effective way to evaluate a message. Often qualitative (rather than quantitative) information is better suited to the task.
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Chapter Fifteen Outline - Chapter 15 Measuring the...

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