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    Literature Review

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    Arjun Choudhary
    regarded as an independent variable that can be combined with other marketing variables to have a certain effect on the dependent variable, i.e. sales. The aim is to seek the best combination of the determinants of the sales increase.   The effect of communication refers to the ability to reach, with appropriate messages, a more significant share of public. Such effect

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    Literature Review

    Uploaded by

    Arjun Choudhary
    46 views4 pages
    regarded as an independent variable that can be combined with other marketing variables to have a certain effect on the dependent variable, i.e. sales. The aim is to seek the best combination of the determinants of the sales increase.   The effect of communication refers to the ability to reach, with appropriate messages, a more significant share of public. Such effect

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    regarded as an independent variable that can be combined with other marketing variables to have a certain effect on the dependent variable, i.e. sales. The aim is to seek the best combination of the determinants of the sales increase.   The effect of communication refers to the ability to reach, with appropriate messages, a more significant share of public. Such effect

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    46 views4 pages

    Literature Review

    Uploaded by

    Arjun Choudhary
    regarded as an independent variable that can be combined with other marketing variables to have a certain effect on the dependent variable, i.e. sales. The aim is to seek the best combination of the determinants of the sales increase.   The effect of communication refers to the ability to reach, with appropriate messages, a more significant share of public. Such effect

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    © All Rights Reserved
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    literature review

    The dichotomous model is applied mainly in product and brand advertising,


    tending to isolate and evaluate separately the following:

    sales effect;
    communication effect.

    The sales effect refers to the assessment of the


    capability of advertising to affect the is examined in
    literature with different approaches:

    sociological;
    semiotic;
    psychological;

    sales volume and/or the market share, regardless of the


    possible influence of other variables. For Batra et al.
    (1995), the effectiveness of advertising should be
    considered for its effect on sales in the short term. This
    advertising performance measurement is based on the
    marginal theory (Chamberlin, 1948). The advertising is
    therefore

    regarded as an independent variable that can be


    combined with other marketing variables to have a
    certain effect on the dependent variable, i.e. sales. The
    aim is to seek the best combination of the determinants
    of the sales increase.

    The effect of communication refers to the ability to reach, with


    appropriate messages, a more significant share of public. Such effect

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