Ereview
Abstract
This month’s research monograph, a survey-based study entitled
Benchmarking Insert Advertising Effectiveness Metrics (PICRM-
2008-04), is authored by Patricia Sorce, administrative chair of
RIT’s School of Print Media and co-director of the Printing
Industry Center. The purpose of this study was to determine the
advertising metrics used to measure the impact of inserted media
advertising by retailers. In addition, hypotheses tests investigated
whether those retailers who measure results of their advertising
make different kinds of decisions than those who do not. (The
hypotheses test details are not included in this summary, but may
be found in the full monograph available here.)
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