Advertising research

Date of publication: September 1, 1998

Author: Flemming Hansen


A company communicates with its consumers in many different ways: media, the product itself, its packaging, its display material, personal communication, public relations, advertising and information about sponsoring. Although many of the methodologies discussed in the following may be useful in testing most of these different forms of communication, the chapter is primarily aimed at problems related to the testing of advertising and of the information distributed through mass media.

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