Nn strong force käsitluse kohaselt suudab meediareklaam brändi eristada, tuues esile selle funktsionaalsed ja psühholoogilised kasud ning muuta tarbijate hoiakuid. Olulisemaid autoreid Philip Jones. Teise käsitluse järgi (weak force) reklaam säilitab ja kaitseb brändi positsiooni tuletab meelde, hoiab tuntust. Üks olulisemaid autoreid on siin Andrew Ehrenberg, kes on analüüsinud ostupaneelide andmestikku. Diskussioonist vaata lähemalt: P. Jones "Is advertising still salesmanship?" http://ec.europa.eu/internal_market/comcom/newsletter/edition13/page08_en.htm). Reklaami efektiivsuse hindamisel on kasutusel erinevad lähenemised. Kasutusel on liigitused neljast kuni seitsme eri mudelini. Nende kasutus sõltub toote/teenuse tüübist, sihtrühmast, ettevõte sisekultuurist jp teguritest. Ühe kampaania hindamisel võib kasutada ka mitut eri lähenemist. Alljärgnevas tabelis on toodud 7 mudeli baasil loodud koondstruktuur (orig vt http://www.grapentine.com/displaymmn.asp
A practical soul, Yardley saw no need for the three officers assigned to the bureau to be present at once, and so a rotation of duties was arranged that permitted them to spend most of their time at the international cocktail parties and dancings that were then the rage of Paris. When it ended, as it had to, Yardley, viewing with distaste a return to the State Department code room, and burning with evangelical fervor over America's need for cryptanalysis, exercised his potent salesmanship on the State and War departments. He won the concurrence of Frank L. Polk, the acting Secretary of State; then, on May 16, 1919, he submitted to the Chief of Staff a plan for a "permanent organization for code and cipher investigation and attack." Three days later the Chief of Staff approved it, and Polk brown-penciled an "O.K." and his initials on it. The plan envisioned joint financial support by the two departments at about $100,000 a year, but actual expenditures never reached that sum
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