I am going to talk first of all about a measure we have used to pre-test commercials at early stages of their development and then I'm going on to suggest how it might be possible to use this method to assess techniques used for evaluating finished commercials .
Can a correlation of advertising to sales be demonstrated?
Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Author: Charles Einer Anderson
June 15, 1965
Monitoring advertising cost effectively
Catalogue: ESOMAR Congress 1978: Value For Money In Market And Social Research
Author: Peter A. Hoyes
September 1, 1978
- This could also be of interest