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.)