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- W4233180182 abstract "In the 1990s, accountability of advertising came high on the agenda in the commercial communication world. As a result a growing need for knowledge about the way the media environment influenced advertising effectiveness emerged. Standardized tools and new media studies were developed. And after 2000, greater actionability for media planners even on a day‐to‐day basis was incorporated into these measurement tools. Nowadays there is little argument in the commercial as well as academic world that campaigns should be monitored to better manage them in the marketplace (→ Advertisement Campaign Management)." @default.
- W4233180182 created "2022-05-12" @default.
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- W4233180182 date "2008-06-05" @default.
- W4233180182 modified "2023-10-14" @default.
- W4233180182 title "Advertising Effectiveness, Measurement of" @default.
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- W4233180182 doi "https://doi.org/10.1002/9781405186407.wbieca018" @default.
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