Comparability in the measurement of advertising persuasion

Date of publication: June 15, 1983

Abstract:

Lego System A/S is pre-testing television commercials and print advertising in their major markets on a continuous basis. Lately, a validated standardised persuasion measure - the BUY(c)TEST - has been used in USA, France, Great Britain, Germany, and Denmark. More than 20 tests have been executed. Since also a traditional awareness measure was included in the studies, interesting findings showing differences in the evaluation/recommendation based on awareness and persuasion are presented.

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