I need some a good source and/or data support for the value of
advertising to a business or an advertiser. Is anyone aware of good
studies or other books/articles/whitepapers that articulate a positive
arguement for the value of advertising to a business. There needs to
be some good validity to this either via the source of the information
(from a professor or BusinessWeek or valid research company) or the
strenght of the support. I am not looking for just a simple list of
the role that Advertising can play. I am looking for something that
has credibilty to it.
Greg |
Request for Question Clarification by
pafalafa-ga
on
15 Jan 2006 12:26 PST
Greg,
Thanks for your question.
You didn't mention if there were specific forms of advertising that
you're focusing on. A lot of recent research is aimed at
demonstrating the effectiveness of online advertising, but I don't
know if that's of interest to you or not.
For starters, take a look at this report that focuses on magazine advertising:
http://www.magazine.org/content/Files/MPA%2DHowMediaMeasureUp.pdf
How Media Measure Up
It's a pretty quantitative look at the role of magazine advertising in
terms of its return on investment, and overall effectiveness.
Is this the sort of study you're looking for? If so, how many others
would you need, and what sorts of advertising would you like to focus
on?
Thanks,
pafalafa-ga
|
Clarification of Question by
advertisingexperts-ga
on
22 Jan 2006 11:38 PST
This question is for the big issue of advertising overall. Not just
online or not just magazines or any medium. I need to know the
sources, probably research based of the uber view of advertising as a
persaustive commuciations vehicle.
Hope this helps
Greg
|
Request for Question Clarification by
pafalafa-ga
on
22 Jan 2006 14:37 PST
adexperts-ga,
Thanks for the feedback.
The odd thing seems to be that the benefits of advertising are simply
taken as a given, without any serious study if this is, in fact, the
case. There are a few exceptions to this, though.
Here is a link to a very academic paper on advertising, but it seems
the best sort of "big picture" you're likely to come by:
http://www.econ.duke.edu/Journals/DJE/dje2002/amandasmith.pdf
Measuring Intangibles: The Asset Value of Advertising
I'll continue looking into this topic for you. But as I do, if you
have the time to look over the above link, please provide any feedback
you can as to its value (or lack thereof) to you in terms of your
interest in getting some concrete support for the value of
advertising.
|
