Abstract:

A basic research technique which measures sales, resulting from advertising, has long been a recognized need of the advertising profession. Now comes a major development which offers a way to measure the sales effectiveness of advertising. We can now identify those campaigns which are most effective in moving goods and those which are least effective. And having these data, we can analyze advertising campaigns objectively and systematically to learn the basic principles that govern advertising failure and success. Since we are interested primarily in what makes people buy - in the relationship between advertising stimulus and buying behavior - we have called this research development ACTIVATION.