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Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance, Third Edition by David J. Reibstein, Phillip E. Pfeifer, Neil Bendle, Paul Farris

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9. Advertising Metrics

Advertising is the cornerstone of many marketing strategies. The positioning and communications conveyed by advertising often set the tone and timing for many other sales and promotion efforts. Advertising is not only the defining element of the marketing mix, but it is also expensive and notoriously difficult to evaluate. This is because it is not easy to track the incremental sales associated with advertising ...

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