Abstract:
When trying to link the results that our group arrived at to the theme of this Seminar, I want to call your attention to the following. I am very content to find that we, while trying to establish the design for the post-test, almost unanimously arrived at a method which explicitly or implicitly is in essence the DAGMAR approach to advertising. Because we decided to measure the various stages of communication, which - I stress - includes the activity of selling.
Research Papers
Breaking through the communication barriers
Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: Russell H. Colley
 
June 15, 1967
Research Papers
What do we know about how advertising works?
Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Timothy Joyce
 
June 15, 1980
Research Papers
NSS target monitor
Catalogue: ESOMAR Congress 1989
Author: Peter H. van Westendorp
 
September 1, 1989
