Measuring the value of your advertising.: An article from: Bank Marketing
Book Details
Author(s)Linda M. Anderson
PublisherBank Marketing Assn.
ISBN / ASINB00091XAVG
ISBN-13978B00091XAV4
MarketplaceFrance 🇫🇷
Description
This digital document is an article from Bank Marketing, published by Bank Marketing Assn. on March 1, 1992. The length of the article is 1979 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.
From the supplier: The effectiveness of bank marketing and advertising is measured in its value as an investment instead of as an expense. Cuts in bank marketing budget allocations often result from a failure to demonstrate advertising's return on investment potential. The main causes of budget cuts in advertising are the treatment of advertising as a current budget expense by accountants and the IRS, and the failure to recognize the value of advertising as a profit generator, a means of developing awareness and as a cost effective sales strategy. The investment potential of advertising can be determined using a measurement technique that involves planning the advertising goals, implementation of gauges of advertising effectiveness, regular monitoring and assessment of effectiveness, full documentation of findings, and availing of the technical expertise of advertising, production and media outfits.
Citation Details
Title: Measuring the value of your advertising.
Author: Linda M. Anderson
Publication:Bank Marketing (Magazine/Journal)
Date: March 1, 1992
Publisher: Bank Marketing Assn.
Volume: v24 Issue: n3 Page: p28(3)
Distributed by Thomson Gale
From the supplier: The effectiveness of bank marketing and advertising is measured in its value as an investment instead of as an expense. Cuts in bank marketing budget allocations often result from a failure to demonstrate advertising's return on investment potential. The main causes of budget cuts in advertising are the treatment of advertising as a current budget expense by accountants and the IRS, and the failure to recognize the value of advertising as a profit generator, a means of developing awareness and as a cost effective sales strategy. The investment potential of advertising can be determined using a measurement technique that involves planning the advertising goals, implementation of gauges of advertising effectiveness, regular monitoring and assessment of effectiveness, full documentation of findings, and availing of the technical expertise of advertising, production and media outfits.
Citation Details
Title: Measuring the value of your advertising.
Author: Linda M. Anderson
Publication:Bank Marketing (Magazine/Journal)
Date: March 1, 1992
Publisher: Bank Marketing Assn.
Volume: v24 Issue: n3 Page: p28(3)
Distributed by Thomson Gale
