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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.

Wolfgang Schaefer

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Research Papers

Red herrings in advertising research

Catalogue: Seminar 1965: Measuring Advertising Effectiveness

Author: Paul Howard Berent

 

June 15, 1965

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Citation

Berent, P. H. (1965a, June 15). Red herrings in advertising research. ANA - ESOMAR. Retrieved August 11, 2022, from


https://ana.esomar.org/documents/red-herrings-in-advertising-research


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

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Citation

Kashyap and Pawle (1994a, January 01). Research as a tool for achieving advertising that works. ANA - ESOMAR. Retrieved August 11, 2022, from


https://ana.esomar.org/documents/research-as-a-tool-for-achieving-advertising-that-works


Research Papers

Beyond pretesting advertising

Catalogue: Seminar 1988: New Methodologies In Test Marketing

Authors: Karl-Georg Muslol, Uwe Munzinger

Company: GfK

June 15, 1988

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Citation

Muslol and Munzinger (1988a, June 15). Beyond pretesting advertising. ANA - ESOMAR. Retrieved August 11, 2022, from


https://ana.esomar.org/documents/beyond-pretesting-advertising


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Citation

Schaefer, W. (1965a, June 15). Should advertisements be "believable" or "convincing"?. ANA - ESOMAR. Retrieved August 11, 2022, from


https://ana.esomar.org/documents/beyond-pretesting-advertising