Abstract:
In Europe every year thousands of millions of pounds are spent on media advertising, and it is to be presumed that on balance it brings commercial advantage to the companies concerned. Consequently, the decision-making processes that lie behind that expenditure must be worthy of study.
This could also be of interest:
Research Papers
Are long-term effects possible or measurable?
Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Tony Twyman
 
June 15, 1980
Research Papers
Are long-term effects possible or measurable?
Catalogue: Seminar 1978: The Business Of Advertising
Author: Tony Twyman
 
June 14, 1978
Research Papers
The longer and broader effects of advertising
Catalogue: Seminar 1991: How Advertising Works And How Promotions Work
Authors: Paul Feldwick, Chris Baker
 
June 15, 1991
![The documents and videos are available for ESOMAR members only!](/static/img/ana_document_bg.png)