Comments on the papers to be read on Thursday afternoon, September 15th, on advertising by A.S.C Ehrenberg
Abstract:
In the paper we are presented with a model relating motives of the purchasing public, the activation of these motives, and advertising effectiveness. Whilst in general welcoming any signs of a theoretical, i.e. generalising, approach in market research, my welcome - speaking personally - would tend to be limited to work which is based to a reasonable extent - whatever that may mean - on empirical facts. In the present case, however, I have grave doubts. It looks to me as though the authors' approach lacks contact with reality at three levels.
This could also be of interest:
Research Papers
Comment On A.S.C. Ehrenberg & G. J. Goodhardt, H. Hamre's papers
Catalogue: Seminar 1968: Operational Research In Marketing
Author: Charles W. Clunies-Ross
 
November 1, 1968
Research Papers
Comments on papers: Session I
Catalogue: Seminar 1968: Market Research On Agriculture And Farmers
Author: K. W. Aspinall
Company: GSK
May 1, 1968
Research Papers
Contribution to the discussion Thursday afternoon, September 15th
Catalogue: ESOMAR Conference 1960
Author: Horst Stern
 
June 15, 1960
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