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.
This could also be of interest:
Research Papers
Setting advertising appropriations
Catalogue: Seminar 1978: The Business Of Advertising
Author: Gerald Eva
 
June 14, 1978
Research Papers
Setting TV advertising in context
Catalogue: Seminar 1976: Beyond Vehicle Audiences
Author: Tony Twyman
 
March 1, 1976
Research Papers
Identifying global targets
Catalogue: Global Healthcare 2010: Trends And Innovation Booster
Author: Katherine Binns
 
March 3, 2010
