advertising efficiency

The company wisely opened new stores in clusters, so as to maximize brand presence and advertising efficiency.

ABC, too, took to advertising agencies a presentation questioning cable's claims of advertising efficiency.

Umbrella branding generates savings in brand development and marketing costs over time and can create advertising efficiencies.

"Cost per thousand is an entirely misleading way of measuring advertising efficiency," said Mr. Adams, referring to advertising's most popular efficiency index.

The idea, Chevrolet officials have told dealers, is to increase advertising efficiency by promoting one name and to overcome the reluctance of some import buyers to consider a domestic nameplate.

Field has received two awards from the American Marketing Association, one in 1956 for his "Field Index of Advertising Efficiency" and another in 1971 for his "Outstanding Service to the Profession of Marketing Research."

"Our decision to consolidate our advertising among our three incumbent agencies is based on our longstanding strategic partner relationships and our need to maintain the greatest possible advertising efficiencies and creative momentum," said Bruce Stein, president of Mattel Worldwide.