Abstract:
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.
Research Papers
Assessor
Catalogue: Seminar 1983: New Product Development
Authors: Jacques Blanchard, Carlos Harding
 
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Research Papers
Understanding consumer values
Catalogue: Seminar 1988: New Methodologies In Test Marketing
Authors: Chris Macrae, Carlos Harding
 
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Research Papers
Simulated test markets
Catalogue: ESOMAR Congress 1988
Authors: Carlos Harding, Bernard Nacher
 
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