search query: @author Cramphorn, S. / total: 3
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| Author: | Cramphorn, S. |
| Title: | What advertising testing might have been, if we had only known |
| Journal: | Journal of Advertising Research
2004 : JUN, VOL. 44:2, p. 170-180 |
| Index terms: | Advertising Test marketing Brands Consumer behaviour Marketing research Models |
| Language: | eng |
| Abstract: | Today's pretesting is based on concepts of consumer behaviour that were devised over a 100 years ago and which were largely discarded in the 1980s. What would it look like if we had known, and then applied what we know now, 25 years ago? |
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