The measurement of marketing communication effectiveness in Japanes companies.

根据我们的第一个计划，我们于1992年开始了我们的联合研究项目。首先，我们收集了大量关于营销传播的文章。我们发现，许多管理者倾向于从客观效果的角度来评估营销传播。其中，有Rally Parcy的传播效果模型和STAS(短期广告强度)理论。我们询问了日本大公司的几位广告和传播经理关于传播效果的测量。考虑到他们的意见或评论，我们制作了调查问卷。根据广告支出的规模，550家日本公司被选中。然后，我们获得了123个可用样本。我们的调查研究主要集中在促销效果上。然而，发现了一些有趣的结果。

According to our first plan, we started our joint research project on 1992. At first, we collected many articles about marketing communication. And we found that many managers have tended to assess marketing communication in terms of objective effects.Next, some very interesting concepts and frameworks were introduced. Within those, there are Rally Parcy's communication effect model and the theory of STAS (Short Terms Advertising Strength).We asked several advertising and communication managers in Japanese major companies about the measurement of communication effects. Taking their opinions or comments into consideration, our questionnaire was made. Based on the size of advertising expenditure, 550 Japanese companies were selected. We then got 123 usable samples.Our survey research mainly focused on sales promotion effects. However, some interesting results were found.