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Realities in research and advertising

Date of publication: June 15, 1971

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality

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Author: Jan Stapel

Abstract:

One of the realities of advertising research is continuous, usually syndicated, research on recognition and recall, and - roughly these last five years - of intent-to-buy. That seems to go on whatever the latest fashion in schools of thought (or schools of action) about producing advertising.

Jan Stapel

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Andersen, L. C. (1988a, June 15). Creativity and accountability in international advertising research. ANA - ESOMAR. Retrieved April 25, 2024, from


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Citation

Stapel, J. (1971a, June 15). Realities in research and advertising. ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/advertising-and-marketing-research-