Discuss some of the various means of measuring effectiveness in branded entertainment, and their advantages and disadvantages.
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Discuss some of the various means of measuring effectiveness in branded entertainment, and their advantages and disadvantages. Given the emphasis by marketers on ROI, discuss how these measures fit in with this attempt to determine return on investment.
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A review of the measures provided in the chapter will indicate the paucity of available effectivenes...View the full answer
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Related Book For 
Advertising and Promotion An Integrated Marketing Communications Perspective
ISBN: 978-1260152302
11th Edition
Authors: George E Belch, Michael A Belch
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