search query: @author Hall, B.F. / total: 2
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| Author: | Hall, B.F. |
| Title: | A new model for measuring advertising effectiveness |
| Journal: | Journal of Advertising Research
2002 : MAR-APR, VOL. 42:2, p. 23-31 |
| Index terms: | Advertising Consumer behaviour Effectiveness Measurement Models |
| Language: | eng |
| Abstract: | Recent developments in neuroscience and psychology are converging in a consistent view of how consumers actually 'feel' and 'think.' This paper will show how we can use that learning to address the question of how advertising works conceptually and use that conceptual foundation to suggest some new measurement methodologies. |
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