The use of attitude scales in testing advertisements

Date of publication: June 15, 1965

Author: D. M. Delprat

Abstract:

The subject of today's talk gives me the opportunity to present to you the outline of a method which our advertising agency has been using for some months already. Considering the limits of time and also the subjects to be discussed today, I only intend to outline quite simply a method for pre-testing magazine advertisements mainly stressing the use of psychological attitude scales. Before embarking on our main theme, it may be useful to underline the advertising problems which we hoped to solve with our method.

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