De l’efficacité publicitaire au retour sur investissement… (notice n° 444946)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01552cam a2200193 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250121011501.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Merzereau, Pascale |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | De l’efficacité publicitaire au retour sur investissement… |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2005.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 85 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Pascale Merzereau, Directrice du média marketing chez Carat Aegis Media France expose les implications de la problématique du ROI en agence média. Helen Zeitoun, Directrice de GfK Custom Research France et vice-présidente entreprise de l’AFM explique comment les professionnels sont passés de l’efficacité publicitaire au retour sur investissement et analyse les incidences de cette nouvelle problématique sur les métriques d’efficacité publicitaire. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Pascale Merzereau, Media Marketing Director at Carat Aegis Media France comments on the implications of the ROI implementation for a media agency. Helen Zeitoun, Director of GfK Custom Research France and vice-president of French Marketing Association then explains how the professionals evolved from the concept of advertising effectiveness to that of Return on Investment. She analyzes the consequences of this major change on the metrics used to measure advertising effectiveness. |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Zeitoun, Helen |
| Relator term | author |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Drucker, Corinne |
| Relator term | author |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Décisions Marketing | 40 | 4 | 2005-12-01 | p. 31-37 | 0779-7389 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-decisions-marketing-2005-4-page-31?lang=fr&redirect-ssocas=7080">https://shs.cairn.info/revue-decisions-marketing-2005-4-page-31?lang=fr&redirect-ssocas=7080</a> |
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