Marketing Information system

Marketing information system refers to an organized set of procedures, information handling routines, communication and reporting techniques designed to provide information required for making marketing decisions.  It involves – Accessing Internal and External sources of information Identifying information problems and providing solutions to prevent these problems Analysis and processing ofRead More →

DAGMAR Approach

DAGMAR Approach is a model developed by Russell H Colley for setting advertising objectives and measuring the results for an advertising campaign. Colley prepared a report for the association of national advertisers titled “Defined Advertising Goals for Measured Advertising Results” which stressed on communication effects of advertising as the logicalRead More →