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| Author: | Twyman, W. |
| Title: | Designing advertising research for marketing decisions |
| Journal: | Journal of the Market Research Society
1996 : OCT, VOL. 38:4, p. 525-548 |
| Index terms: | MARKETING RESEARCH ADVERTISING RESEARCH |
| Language: | eng |
| Abstract: | THis paper is somewhere between a review and a report of some pieces of experimental advertising research. It is not a review because the field is too big to cover and whilst reporting some findings those seeking a review will find a list of key references provided by Holbert (1972). The research are, however, presented within a framework of discussion because it is necessary to indicate a general line of thinking before making sense of any piece of advertising research. Some of the experiments are very small but are published because little experimental advertising research is available in this country. |
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