The indices of marketing communication presented in this chapter are generally known and used not only by advertising agencies but also by the marketing departments of many organisations. Brand awareness, advertising scope and frequency, the penetration index or the response rate belong to the most widely used indices; others, like the conversion rate or the affinity index, will get increasingly more significant along with the process of professionalisation of the environment of marketing specialists in Poland and with increased pressure on measuring marketing activities. Marketing indices are used for not only planning activities, but also their evaluation; some of them, such as telemarketing, mailing and coupons, provide an extensive array of possibilities of performance evaluation.
Kozielski, R., Dziekoński, M. and Pogorzelski, J. (2017), "Marketing Communication Ratios", Kozielski, R. (Ed.) Mastering Market Analytics, Emerald Publishing Limited, Bingley, pp. 201-311. https://doi.org/10.1108/978-1-78714-835-220171008
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