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.
Research Papers
Red herrings in advertising research
Catalogue: Seminar 1965: Measuring Advertising Effectiveness
Author: Paul Howard Berent
 
June 15, 1965
Research Papers
Research as a tool for achieving advertising that works
Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East
Authors: D. Kashyap, John S. Pawle
Company: Unilever
January 1, 1994
Research Papers
Beyond pretesting advertising
Catalogue: Seminar 1988: New Methodologies In Test Marketing
Authors: Karl-Georg Muslol, Uwe Munzinger
Company: GfK
June 15, 1988
