Measuring differing tasks in competitive advertising

Author: Gerald de Groot


The main object of this paper is to consider a number of different criteria which can apply when one is attempting to measure advertisements in terms of their effectiveness, and different ways of analysing data in terms of these criteria. In particular, this paper will demonstrate how one specific form of data collection, the pre-post-gift-choice question, can generate more than one type of measure dependent upon the criteria initially set up.

Gerald de Groot


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