Using the value equation to evaluate campaign effectiveness

Journal of Advertising Research

Volumn 37, Issue 3, 1997, Pages 80-85

  Neal, William D ^a   Bathe, Stefan ^b  

^a SDR Inc

^b Roper Starch Worldwide ^*

Author keywords

[No Author keywords available]

Indexed keywords

EID: 0010138892     PISSN: 00218499     EISSN: 17401909     Source Type: Journal    
DOI: None     Document Type: Article

References (2)

1. RUSSELL, GARY, and WAGNER KAMAKURA. Msi Report No. 91-110, April 1991.
2. SU PARK, CHAN, and V. SRINVASEN. "A Survey-Based Method For Measuring and Understanding Brand Equity and Its Extendibility." Journal of Marketing Research 31, 2 (1994): 271-288