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.
Research Papers
Quality of exposure and advertising effectiveness
Catalogue: ESOMAR Congress 1988
Author: Rolf Speetzen
 
September 1, 1988
Research Papers
The integration of advertising research
Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Authors: R. D. Godwin, B. Thorogood
 
June 15, 1965
Research Papers
An empirical approach to brand-switching
Catalogue: Seminar 1968: Operational Research In Marketing
Authors: Gerald J. Goodhardt, Andrew S. C. Ehrenberg
 
November 1, 1968
