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INTRODUCTION
Assessments of effectiveness are typically made over longer time spans than
measures of effects. They involve multiple exposures to ads and multiple
executions within campaigns. In contrast, most effects research involves limited
numbers of executions and exposures. Effects are as likely to be evaluated in an
experimental setting as in a natural field setting. Effectiveness must be deter-
mined within a complex environment where other marketing activities and
competitive actions greatly add to the difficulty of assessing advertising's value.
For a full understanding of effectiveness we need to know which effects
contribute to effectiveness, and we need to know whether effective campaigns
show similar patterns.