Exploratory paper proposes a measurement technique for advertising effectiveness, suggesting a novel method over traditional approaches.
This exploratory paper proposes a new measurement of advertising effectiveness. The traditional “overinvolvement ratio” simply tests whether an advertisement strategy is effective or not. The new measurement, “attributable reward”, can measure the degree of its effectiveness. Built on conditional probability, the proposed technique is comparatively simple and applicable.
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Dan’e Wu (2003) studied this question.
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