search query: @author Schaefer, W. / total: 5
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| Author: | Schaefer, W. |
| Title: | Recognition reconsidered |
| Journal: | Marketing and Research Today
1995 : MAY, VOL. 23:2, p. 63-74 |
| Index terms: | RESEARCH ADVERTISING METHODOLOGY |
| Language: | eng |
| Abstract: | When one watches researches assessing the "noting" of print advertisements, one may find the attitude taken somewhat schizophrenic. On the one hand, the so-called Recognition method devised by Daniel Starch 70 years ago is widely mistrusted; on the other hand, it is used generally throughout the world. The author has been involved in these studies for 40 years and in the Sixties discussed the methodology with Dr. Starch, Professor Lucas and others. |
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