How to evaluate advertising effectiveness: practical guide

The book discusses various modern approaches to assessing the effectiveness of advertising, as well as methods for increasing this assessment.
A wide review of the methodology for measuring advertising efficiency is presented. The basic models of advertising communication are described. All types of sociological studies used in the study of advertising efficiency are considered.
Factors: controlled (i.e. decisions that adopts the creator of advertising message) and not controlled by advertisers (i.e., such advertiser cannot be changed, but they should also be considered) Separately details are analyzed species, methods and criteria for advertising testing at various stages of the advertising campaign and for different advertising. A visual examples of the practical use of the described approaches to increase the efficiency of advertising are presented.
The book is designed for a wide range of readers: both on professional advertisers (representatives of advertisers, advertising motors, advertising agencies) and on students studying on the program "Advertising"