haku: @journal_id 119 / yhteensä: 218
viite: 35 / 218
| Tekijä: | Spielman, H. M. |
| Otsikko: | Copy research : facts and fictions. |
| Lehti: | European Research
1987 : NOV, VOL. 15:4, p. 226-231 |
| Asiasana: | ADVERTISING RESEARCH ADVERTISING EFFECTIVENESS |
| Kieli: | eng |
| Tiivistelmä: | A review of the developments in copy research since the 1940s, recognition of need for such testing to create effective advertising, the evidence in the industry that recall has limitations and is independent of persuasion that is directly related to sales, the multiple exposure of the real world, reflected in the testing technique, the importance of attitude measurements in indicating market performance, the quantitative- qualitative debate, and how the two types of measurement can be complementary. |
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