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Litmus II

Date of publication: June 15, 1984

Catalogue: Seminar 1984: Are Interviewers Obsolete?

Authors: Joseph D. Blackburn, Lisa E. Carter, Kevin J. Clancy

Abstract:

The purpose of this paper is to describe a new model, LITMUS II, and how it is being used by major advertisers in North America to develop improved if not "optimal" marketing plans for new products and services.

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