Effective advertising (Spanish)

Date of publication: June 15, 1999

Abstract:

This paper looks at some of the determinants of effective and ineffective advertising providing examples of the characteristics of both types of ads. It then goes on to show that patterns of response are not determined by the category advertised or the culture or country in which they are tested but instead advertising response is determined primarily by the creativity of the advertising itself.

  • PDF
  • This could also be of interest
Activation Authors: George Gallup
A new approach to the evaluation of advertising themes Authors: H. Emanuel, Leonardus Hendrik Klaassen, H. Theil
A new approach to the evaluation of advertising themes (French) Authors: H. Emanuel, Leonardus Hendrik Klaassen, H. Theil
Advertising research Authors: Enrico Zanelli
Advertising research Authors: Sander de Leve
Advertising research (French) Authors: Enrico Zanelli
Advertising research (French) Authors: Sander de Leve
Comments on the papers to be read on Thursday afternoon, September 15th, on advertising by A.S.C Ehrenberg Authors: Andrew S. C. Ehrenberg
Contribution to the discussion Thursday afternoon, September 15th Authors: Horst Stern
Group discussion on "A short-cut method for estimating the unduplicated-audience of a combination of media" and "Advertising research" Authors: Jean Michel Agostini, Sander de Leve, J. H. Verstegen, A. G. Zwijnenberg, J. Ax, Coen C. J. de Koning, William Schlackman