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Focusing on advertisement effectiveness, this seminar paper explores how companies can create impactful ads that effectively target their audience. It addresses the challenges of measuring advertisement success and presents various strategies for assessing effectiveness. The paper offers recommendations for selecting appropriate measures and provides an overview of current research and scholarly perspectives on the topic, contributing to a deeper understanding of marketing dynamics in both offline and online contexts.
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Measures of Advertisement Effectiveness. Principles and Practice, Roland Moeller
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- 2021
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