ISSN (Print) - 0012-9976 | ISSN (Online) - 2349-8846

A+| A| A-

Evaluating Advertising Effectiveness

Sanat Lahiri The search for measures of advertising effectiveness has been on for years. A number of questions have been raised: Can advertising be measured at all? What is to be measured. What criterion of effectiveness is to be applied? How is it to be measured?

To read the full text Login

Get instant access

New 3 Month Subscription
to Digital Archives at

₹826for India

$50for overseas users


(-) Hide

EPW looks forward to your comments. Please note that comments are moderated as per our comments policy. They may take some time to appear. A comment, if suitable, may be selected for publication in the Letters pages of EPW.

Back to Top