Difficulties in evaluation advertising effectiveness, Marketing Management

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Difficulties in Evaluation advertising effectiveness

There are several difficulties and hindrances in the evaluation of advertisement -effectiveness. The major difficulties are as following

Advertising is not the only factor affecting sales: - Most of the methods utilized for evaluation effectiveness of advertisement presume that advertisement is the only factor affecting sales. However there are many other factors which may be responsible for increase in sales viz. improvement in product features, change in price, placement, sales-promotion schemes and so on. So presumptuous that increase in sale is the result of advertisement only is wrong.


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