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Synopsis
No aspect of the advertising and marketing process has been more debated, more criticized, or more elusive than the measurement of advertising effectiveness. And while many measurement techniques, methodologies, and theories have appeared over the years, none has stood the test of time better than that presented in DAGMAR: Defining Advertising Goals for Measured Advertising Results. It is a true classic of business literature that for more than three decades has educated advertising students and practitioners on how to think about and how to evaluate advertising expenditures.
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About the Author
Solomon Dutka is an adjunct professor of statistics at New York University's Graduate School of Business Administration.
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- PublisherNtc Business Books
- Publication date1995
- ISBN 10 0844234222
- ISBN 13 9780844234229
- BindingHardcover
- LanguageEnglish
- Number of pages129
- Rating
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Dagmar Defining Advertising Goals for Measured Advertising Results
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McGraw-Hill/Contemporary, 1995
ISBN 10: 0844234222
ISBN 13: 9780844234229
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