AD EXPERIMENTS FOR MANAGEMENT DECISIONS

EXPERIMENTATION CAN BE A USEFUL DATA-GENERATING PROCEDURE FOR ADVERTISING DECISION-MAKING. ORGANIZING THE INTERPRETATION PROCEDURE, WHICH HAS OFTEN BEEN MARRED BY A LACK OF SKILL ON THE PART OF MARKETING MEN, PROVIDES A FOUNDATION FOR IMPROVING DECISION-MAKING EXPERTISE, AND MAKES IT POSSIBLE TO EVA...

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Bibliographic Details
Published in:Journal of advertising research 1975-04, Vol.15 (2), p.35
Main Authors: Enis, Ben M, COX, KEITH, K.
Format: Article
Language:English
Subjects:
Advertising
Decision making
Management decisions
Marketing management
Online Access:Get full text
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Summary:EXPERIMENTATION CAN BE A USEFUL DATA-GENERATING PROCEDURE FOR ADVERTISING DECISION-MAKING. ORGANIZING THE INTERPRETATION PROCEDURE, WHICH HAS OFTEN BEEN MARRED BY A LACK OF SKILL ON THE PART OF MARKETING MEN, PROVIDES A FOUNDATION FOR IMPROVING DECISION-MAKING EXPERTISE, AND MAKES IT POSSIBLE TO EVALUATE THE COSTS AND BENEFITS OF EXPERIMENTATION AS COMPARED TO OTHER DATA-COLLECTING PROCEDURES. THE USE OF EXPERIMENTATION IN ADVERTISING WILL INCREASE IN THE FUTURE. THE COSTS OF MAKING INCORRECT DECISIONS ARE RISING, CONCEPTS AND TECHNIQUES OF EXPERIMENTATION IN MARKETING ARE IMPROVING, AND PUBLIC POLICY-MAKERS INCREASINGLY REQUIRE DOCUMENTED EVIDENCE OF ADVERTISING EFFECTIVENESS. TABLES. GRAPHS. REFERENCES.
ISSN:0021-8499
1740-1909