An Advertising Agency Has Been Doing Work for a Client

question 21

Essay

An advertising agency has been doing work for a client selling widgets.The three-month campaign has produced a low correlation between advertising expenditures and sales for its client.Hence,the client is considering firing the ad agency.The ad agency counters that consumer sales are not a fair assessment of the effectiveness of the ad campaign after only three months.They counter with an analysis of advertising expenditures in relation to number of requests for information about the widgets; number of distributors stocking widgets; and number of retailers requesting shipments of widgets.The ad agency has a database with such information.What kind of analysis would best assist the ad agency in making their case for the effectiveness of their ad campaign?

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Definitions:

Adler

Alfred Adler, an Austrian medical doctor and psychotherapist, known for his contributions to psychology especially the development of individual psychology.

Individual's

Pertaining to or characteristic of a single, particular person or thing.

Humanistic

A psychological perspective emphasizing personal growth, self-actualization, and the inherent goodness of people.

Functioning

The action of working or operating in a proper or intended manner, often used to refer to how well something performs its designated role.