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Le bilan de campagne publicitaire, outil d'aide à la décision

Author

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  • D. Caumont

    (Université Nancy 2)

Abstract

L'utilité du contrôle publicitaire n'est pas toujours bien perçue par les différents responsables d'une campagne. En s'appuyant sur un exemple réel, l'auteur montre que, si l'on respecte quelques règies simples d'ordre intellectuel et méthodologique, il est possible de dépasser le stade du simple constat pour faire du bilan de campagne un véritable outil de décision permettant d'alimenter les choix stratégiques à opérer pour la future campagne.

Suggested Citation

  • D. Caumont, 1996. "Le bilan de campagne publicitaire, outil d'aide à la décision," Post-Print hal-02016826, HAL.
    • Handle: RePEc:hal:journl:hal-02016826
    as

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