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Should advertisements be "believable" or "convincing"?

Date of publication: June 15, 1965

Catalogue: Seminar 1965: Measuring Advertising Effectiveness

Author: Wolfgang Schaefer

Abstract:

"Importance" and "believability" rank highest in Alfred Politz' scale of what is efficient advertising, with "uniqueness" in third position. Now, if the relationship between these three criteria is in fact of the kind Politz stated, then the exact meaning of each one has to be scrutinised very closely. I chose the second criterium for discussion, for it seems to have generated more confusion than the other two. That has had its consequences in ad testing.

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