Abstract:

Today, the number of techniques available to evaluate advertisements are numerous. However, underlying any technique is a series of assumptions which both users and practitioners of research make that have a bearing on the interpretation of the findings and determining whether the technique is deemed successful or not. This paper reviews the basics to restate the importance of examining each step in the process before adopting any specific methodology of evaluating advertisements. Four stages of the re- search process have been selected for discussion: 1. the determination of when (stage of the advertising development process) to do advertising research, 2. the selection of the methodology for conducting the advertising research, 3. the selection of the relevant research measures to provide an assessment of advertising 4. the use of normative data.