ABSTRACT
Behavioral evaluation of advertisements requires measuring some aspect of customer behavior, such as sales, inquiries, volume of store traffic, or the number of coupons redeemed. Many believe that the only valid evaluation criterion that should be used to evaluate any aspect of marketing, including advertising, is actual sales. To these critics, it is less important for an ad to be well liked. If an ad does not increase sales, then it is not effective. Measuring changes in sales following an advertising campaign is relatively easy today. Universal product codes and scanner data are available from many retail outlets. These data are available on a daily, weekly, or even real-time basis.
