Modelli e tecniche per l'analisi quantitativa dell'efficacia pubblicitaria

This article targets the application of quantitative research in assessing the efficacy of advertising communication. While acknowledging the contribution of qualitative studies, it proposes a quantitative approach to refining empirical evidence particularly in dynamic contexts. This should hone qualitative research by combining and contextualizing other results and providing further opportunities for complementary critical research analysis. The thrust of this article is to highlight the impact and effectiveness of recent research such as statistic and econometric models for product response and brand attraction as well as the limits and potentials of the involved methodology. In each case, an overview is given of the fresh opportunities offered as well as a technical outline of the methodology involved.