“TV’s Brand-Building Power” Wins ARF Best Practitioner Paper
Effectiveness and Efficiency of TV’s Brand-Building Power: A Historical Review — Why the Persuasion Rating Point (PRP) Is a More Accurate …
Tag: advertising
Effectiveness and efficiency of TV’s brand-building power
The Journal of Advertising Research just published as a “digital first” a terrific paper titled, Effectiveness and efficiency of TV’s …
Marketing’s Vital Role in Tackling the Covid-19 Pandemic
The Covid-19 pandemic has disrupted almost all aspects of consumers’ lives and created widespread drops in confidence. The efforts of …
MASB Tackling Sponsorship Accountability
According to the Independent Evaluation Group, global sponsorship spending on sports, entertainment, arts, causes and events is projected to increase …
The Long-Term Impact of Advertising
The focus of most measures of marketing’s impact on sales is “short term.” Measurement and analyses that consider only short-term …