Setting targets in advertising research

Date of publication: June 15, 1964

Author: Timothy Joyce

Abstract:

In this paper I have presented some of the first results of a systematic analysis of data which has been collected as part of a continuing survey to measure advertising communication. The results have been confined to measurements taken at a single point in time and to measures common to most fields. These are severe restrictions: the essence of the research is the measurement of movements, and the brand image questions, a most important part of it, are divided to fit the individual fields and so have not entered into the analysis. However, even the limited types of analysis illustrated here can help with decisions about communication targets.

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