Evaluating commercial communication effectiveness

Date of publication: June 15, 1995


Author: Carlos Harding


The purpose of this paper is to present some learnings from IPSOS' extensive experience database in communication evaluation, including Post and Pre-Testing of advertising and the monitoring of "Consumers' State of Mind" towards a brand. The Programme Committee expressed its interest also in including an explanation of the development of advertising tracking in this paper. This subject would be a very extensive one, probably even a subject for extensive research, and so too big to be fully developed in this paper. Nevertheless, without pretending to fully develop the subject I will try to cover some points that I feel are important issues for its understanding.

Carlos Harding


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