A Managerial Approach to Advertising Measurement.

This article is based on the findings of a continuing study of advertising measurement that the author is conducting under the auspices of the Planning and Evaluation Committee of the Association of National Advertisers. Since the time that the study started in 1963 data on advertising measurements have been secured from 1,225 individuals in 414 firms in the United States and Canada, and case-history data have been gathered from 50 of these companies. The completed study, to be published in book form will give case histories of the attempts of national advertisers to measure advertising results with annual advertising expenditures ranging from under $500, 000 to over $50,000,000. One or more case histories from each of the following categories will be included: (1) industrial goods and services, (2) consumer durable goods, (3) consumer nondurable goods, (4) consumer services. [ABSTRACT FROM AUTHOR]