MEASURING EFFECTIVENESS OF ADVERTISING IN A COMPARATIVE STUDY OF A RECENTLY PRIVATIZED AND A FOREIGN BANK IN PAKISTAN

Authors

  • Fahim Nizam

Abstract

The purpose of this study is to identify techniques for measuring effectiveness (returns) of advertising in a comparative study of two commercial banks.

References

Websites:

Article (2005): How to Measure Results, source: http://www.content.overture.com

Newman, Ed (1998). Measure for Measure, http://www.advertisingknowhow.com/articles-archives/Marketing

T. Gordon, Kim August (1997). Follow that Lead, http://www.smallbusinessnow.com/how-to76.htm

Eisenberg,Bryan (07/28/2005). Calculate your Conversion Rates, http://www.clickz.com/experts/crm/actionable_analysis

Lesonsky, Rieva (1999)

. Measuring Advertising Effectiveness, Start Your Own Business: The Only Start-Up Book You'll Ever Need, London

Jones, Robert (1995). Ad tracking white paper, www.owlmarketing.com

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Published

2006-04-01

Issue

Vol. 2 No. 1 (2006): Market Forces Research Journal Volume 2 No 1

Section

Articles

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