Dagmar: Defining Advertising Goals for Measured Advertising Results

Dutka, Solomom

ISBN 10: 0844234222 / ISBN 13: 9780844234229

Published by Ntc Business Books (edition Subsequent), 1995

About this Item

With dust jacket. It's a well-cared-for item that has seen limited use. The item may show minor signs of wear. All the text is legible, with all pages included. It may have slight markings and/or highlighting.

Seller Inventory # 0844234222-11-1-29

Bibliographic Details

• Title: Dagmar: Defining Advertising Goals for Measured Advertising Results
• Publisher: Ntc Business Books (edition Subsequent)
• Publication Date: 1995
• Language: English
• ISBN 10: 0844234222
• ISBN 13: 9780844234229
• Binding: Hardcover
• Edition: Subsequent.
• Condition: Very Good
• Dust Jacket Condition: Dust Jacket Included

About this title

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.

About the Author

Solomon Dutka is an adjunct professor of statistics at New York University's Graduate School of Business Administration.