A Model for Predictive Measurements of Advertising Effectiveness
1961; SAGE Publishing; Volume: 25; Issue: 6 Linguagem: Inglês
10.1177/002224296102500611
ISSN1547-7185
AutoresRobert J. Lavidge, Gary Steiner,
Tópico(s)Management and Marketing Education
ResumoThe development and selection of research designs too often reflects thinking which is technique-oriented. This article looks at advertising research from another viewpoint. It starts with the questions: What is advertising supposed to do? What are its functions? The authors then show the implications of these questions in relation to measurements of the effectiveness of proposed advertisements.
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