Abstract
Perhaps one of the most complex and perplexing problems facing marketing managers today centers around the evaluation of the effectiveness of advertising. In recent years a considerable amount of research has been conducted in this area. The foremost reason, of course, is the increase in size of advertising expenditures. In many companies, advertising expenditures rank at the top of the corporate budget. Likewise, increasing competition, together with larger plants and a host of new products, has forced greater reliance upon advertising to maintain or increase volume and profit.