Effectiveness, objectives, and the EFFIE awards

A study of how briefs are constructed for the EFFIES award program - which showcases effectiveness in advertising - is presented. The objectives used and the design of the evaluation mechanisms by which the effectiveness was assessed are investigated. It was found that most of the objectives were no...

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Bibliographische Detailangaben

Veröffentlicht in:	Journal of advertising research 1996-07, Vol.36 (4), p.54
1. Verfasser:	Moriarty, Sandra E
Format:	Artikel
Sprache:	eng
Schlagworte:	Achievements and awards Advertising Advertising campaigns Attitudes Awards & honors Behavior Communication Consumers Effectiveness Marketing Objectives Statistical analysis Strategic planning Studies
Online-Zugang:	Volltext
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