Advertising Effect Measurement Technology

Author: Fan Zhiyu
Publisher:
Publish Date: 2000-12-01
Features: Advertising as a marketing tool is increasingly valued by many industrial and commercial enterprises. Whether businesses investing in advertising for their products can achieve the desired effects has long troubled marketing professionals. To address this, the editor has selected Professor Fan Zhiyu of Dong Wu University in Taiwan's work, "Advertising Effect Measurement Techniques," for publication. The book is based on extensive practical investigations and draws on successful domestic and international advertising measurement experiences for systematic research. It provides a detailed introduction and analysis of the evolution, methods, and models of advertising research. The narrative is clear, the content is rich, illustrated with visuals, and includes numerous examples for reference. It has strong readability and practicality, making it a valuable reference for marketing professionals and advertising practitioners in industrial and commercial enterprises.