Abstract:

The present paper is a review of advertising research primarily using the language of brand advertising although the discussion has more general implications. The aim is to provide some brief statement of the state of the art followed by a critical examination of unresolved issues in each area to suggest the direction of future progress. The areas discussed are the nature of advertising processes, frequency effects, assessing the return for advertising money, area tests, pretesting, recall and campaign evaluation. The paper concludes with a summary of some of the questions raised.