Bottom line research for advertising media decisions

William H. Motes Ph.D., Arch G. Woodside Ph.D.

Journal of the Academy of Marketing Science · 1984 · Volume 12 · Issue 3

Abstract

The need to measure real value in the form of net revenue produced per cost incurred in print media research is emphasized. The results of a large scale pilot research project support the usefulness of such measures. The performances of eight magazines in generating real value in a tourism promotion program are compared. Survey data from 1,961 inquirers from an advertisement placed in the eight magazines indicated substantial differences in the performances of the magazines.

Keywords

Bottom Line, Total Revenue, Party Size, Time Magazine, Intermediate Measure

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