Abstract:

The changes which I will discuss in this paper are changes in the content or the treatment of the advertisements and not changes in the media schedule. A good deal of my company's time is spent in testing TV advertisements and it might be useful to remind the Seminar of the lack of conversation about advertising theory within the clients of such work. This rigidity is not the preserve of the smaller agencies nor of a particular sample who use any particular testing technique. It is simply a report of one researcher's experience that a wide range of agencies and client connections seem to have limited and well-formed ideas about the way advertising might work.