Statistical methods for evaluating the effectiveness of advertising

After the Second Conference on Business and Industrial Statistics (Rimini, September 23 – 24), for which more than 100 abstracts have been submitted, ENBIS announces a course on Statistical Methods for Evaluating the Effectiveness of Advertising.

ENBIS and the Universita' di Bologna at Rimini
Rimini, Italy
25-27 September, 2002

Course description

In the past few years a growing attention has been paid to the problem of evaluating the effectiveness of advertising expenditures. Both firms, companies and media centers that everyday spend time and money on planning their commercial strategies understand that the measurement of the consumers' response to advertising should play a leading role in their activities.

Currently we can distinguish two main kinds of advertising effectiveness. The first is concerned with consumers' response in terms of recall, while the second deals with the interaction between advertising and buying behavior. Statistical methods can help researchers investigate the strength of the relationships.

ENBIS wishes to thank the University of Bologna (Rimini branch) for hosting this course.

The course in Rimini will be scheduled according to the following program:

Day one (September 25)

10–13 h. and h. 14.30–17.30 h.

  • An outline of the relationship between advertising and market structures
  • The role of advertising as a relevant component in the marketing-mix strategies
  • Advertising, brand equity and brand awareness
  • Advertising and alternative strategies of media planning
  • A crucial question: why should we measure the effectiveness of advertising expenditures?
  • The identification of the most suitable statistical data for the measurement process

Day two (September 26)

10–13 h. and 14.30–17.30 h.

  • How advertising works: the role of research
  • Measures and models for evaluating advertising memorial effectiveness: a survey
  • Measures and models for evaluating advertising behavioral effectiveness: a survey
  • Presentation and discussion of case histories

Day three (September 27)

9–13 h.

  • Symposium on "How does advertising work?"
    with the participation of non-academic researchers and practitioners coming from well-known Italian firms and media centers.


Day 1 and 2

  • Sergio Brasini (Dept. Statistics - Univ. Bologna)
  • Giorgio Tassinari (Market Analysis - Dept. Economics - Univ. Bologna)
  • Elisa Montaguti (Marketing - Dept. Statistics - Univ. Bologna)
  • Vittorio Bonori (Research Director at Optimedia)

Day 3

  • Marco Aureggi (Managing director, Ipsos Explorer/ASI)
  • Andrea Ghiglione (Dir. Marketing Allied Domecq Italia)
  • Roberto Leopardi (Director Marketing Johnson Wax)
  • Remo Lucchi (President, Eurisko)
  • Davide Marchini (Marketing Manager, Sara Lee)
  • Luca Morvilli (Vice Managing Director, Publicis)
  • Ernesto Pala (Managing Director, Optimedia)
  • Daniele Paladini (Researcher, Iri Infoscan)
  • Alessandro Ronco (Responsible for media Ferrero Italia)


The course will be held at the Dept. of Statistics of the Rimini branch of the Universita' di Bologna, Via Angherà22 (see

Hotel accommodation

Participants should arrange for lodging by themselves. Few rooms have been reserved at the Hotel Continental e dei Congressi, site of the ENBIS conference. See hotel information for the conference.


The fee for this course is 500 Euros. Participants working for a university pay a reduced fee of 250 Euros. The amount due should be transferred to ENBIS (see instructions). The course requires a minimum number of 15 participants.


For additional information on details of the course, contact Sergio Brasini or the local organiser, Fabrizio Ruggeri.