Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

Exercise 25

From the viewpoint of a marketing manager of a large sporting goods manufacturer, what types of measures of effectiveness would you want from the $5 million you pay to an advertising agency for an advertising campaign Knowing that evaluation costs money, how much of the $5 million would you be willing to spend to measure effectiveness What type of report would you prepare for your boss