A Manager's Guide to Measuring the Effects of Advertising Available to Purchase

This guide is in the form of concise statements on the various issues that should be considered by advertising management before decisions are made concerning the measurement of advertising performance. These statements encapsulate current knowledge, practice and ideas. It aims to provide a clear guide to the use of available methods of measurement; it puts into context many of the arguments for and against particular methods, by demonstrating their relevance to advertising management.