Most managers believe that they should be measuring the effectiveness of their advertising programs. However, studies have

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Most managers believe that they should be measuring the effectiveness of their advertising programs. However, studies have shown that they usually do not do so. Cite some of the reasons managers should measure effectiveness, and why they do not.

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Advertising and Promotion An Integrated Marketing Communications Perspective

ISBN: 978-0078028977

10th Edition

Authors: George Belch, Michael Belch

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Question Posted: Jan 14, 2015 09:44 AM

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Most managers believe that they should be measuring the effectiveness of their advertising programs. However, studies have

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The chapter cites a number of reasons why advertising effectiveness measures are not taken Each of these is discussed in the text but a short review i...View the full answer

Advertising and Promotion An Integrated Marketing Communications Perspective

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