CEU Electronic Theses and Dissertations, 2010
| Author | Scutaru, Adrian Vitalie |
|---|---|
| Title | Evaluating Advertising Effectiveness: The Case Study of Moldovan Bank Advertising Campaign |
| Summary | Assessing the effectiveness of advertising campaigns has always been a debatable topic in the econometric literature. Using diff-in-diff and nearest neighbor matching estimators I was able to measure the impact of advertising on people’s awareness and on expected sales based on the data from a Moldovan bank. Moreover, my analysis reveals that unconventional advertising has the highest impact on awareness and does not depend on country or industry particularities, which is in line with the economic theory. However, in Moldova, due to country specifics, conventional ways of advertising have a significant impact on awareness, a result which is different in the US. The research methodology and findings are valuable for companies and governments aiming at raising awareness among people. |
| Supervisor | Andrzej Baniak |
| Department | Economics MA |
| Full text | https://www.etd.ceu.edu/2010/scutaru_adrian.pdf |
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