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Courbes de réponse et couverture efficace : Deux outils pour la construction et l'évaluation des plans média

Author

Listed:
  • Jean-Louis Chandon

    (AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université)

  • Thierry Vallaud

    (A vos Marques)

Abstract

Cet article décrit les diverses mesures permettant d'évaluer l'efficacité d'une campagne publicitaire, puis présente les diverses formes des courbes de réponse ainsi que les seuils utilisés pour définir la couverture efficace. Il conclut par un bilan de l'état des connaissances en matière de courbes de réponse et de couverture efficace. Les résultats des principales études sont présentés, complétés par une liste des domaines de recherche pour lesquels les bases de données "single source" permettront de faire avancer les connaissances.

Suggested Citation

  • Jean-Louis Chandon & Thierry Vallaud, 1996. "Courbes de réponse et couverture efficace : Deux outils pour la construction et l'évaluation des plans média," Post-Print halshs-02926479, HAL.
    • Handle: RePEc:hal:journl:halshs-02926479
    DOI: 10.7193/DM.008.53.63
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