Area tests and consumer surveys to measure advertising effectiveness

Date of publication: September 1, 1970

Abstract:

We have used in our agency two methods particularly for investigating the effectiveness of advertising campaigns. These are area tests and media questions on product surveys. The main object of this paper is to describe a case history in which both these methods were used - this is given in Section K. In the following two sections we outline our recent experience with each of these methods when used on their own.

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