MODELOS ESTATÍSTICOS NA PESQUISA DA PROPAGANDA / STATISTICAL MODELS IN ADVERTISING MARKET RESEARCH

AUTOR(ES)
DATA DE PUBLICAÇÃO

1991

RESUMO

The advertising is no doubt one of the most important weapons of Marketing. However, to measure its short-term efficiency as the result of sales increase can be a difficult task, mainly when it is compared to promotion results. For that, statistical models are being developed using other measures rather than sales volumes. At the same time, the advertising turn up to be seen in a more scientific way. Moreover, it took a remarkable place within the Marketing Research, creating different tendencies about the best way of guarenteeing the investiment return. Here is showed an essay of linking the theory and the most important and confirmed results of Advertising Reserch, presenting one methodology that assures this return with some guarantee.

ASSUNTO(S)

marketing research statistical models pesquisa de mercado modelos estatisticos propaganda advertising

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