Effects of Destination Advertising on Financial Returns - A Comparative Analysis of Two Inquiring Methods

@inproceedings{Cai1998EffectsOD,
  title={Effects of Destination Advertising on Financial Returns - A Comparative Analysis of Two Inquiring Methods},
  author={Liping Cai},
  year={1998}
}
  • Liping Cai
  • Published 1998
  • Business
  • I Using the data collected for a conversion study, this paper examined the effects of inquiring methods on the financial returns of an advertising program in a Southwest U.S. destination. Through the comparative analysis of conversion rates, efficiency, and economic ratios, the results indicate that the reader card inquirerconverted visitors yielded greater financial returns to the destination than the phone inquirers, although the latter were more likely to convert to visitors. The financial… CONTINUE READING

    Create an AI-powered research feed to stay up to date with new papers like this posted to ArXiv

    Tables from this paper.

    References

    Publications referenced by this paper.
    SHOWING 1-10 OF 14 REFERENCES

    Conversion study of direct-response advertising 199&95

    • A. M. Morrison, L. A. Cai
    • 1996

    Improving advertising conversion studies

    • A. G. Woodside, Ronkainen, LA
    • Ph.D., is an Assistant Professor in the Department of Hotel,
    • 1994

    Spring). The effects of advertising on hierarchical stages in vacation destination choice

    • R. R. Johnson, D. J. Messmer
    • Journal of Advertising Research,
    • 1991
    VIEW 1 EXCERPT