Abstract:

In this paper I will describe two multi-country advertising research studies which have been carried out by my company during the past three years. These studies have highlighted a number of problems and have taught us some lessons about how to achieve maximum international comparability at minimum time and cost expenditure. You may, of course, question some of the basic assumptions underlying both the research methods used and the value of researching advertisements multi-nationally. It is not the purpose of my paper to go into these questions. However, perhaps I need to make it clear that I regard the objective of this type of advertising research as essentially to check the attention value and communications efficiency of the advertisements under consideration and not to assess their relative selling power or "persuasion".