Abstract:
The paper sets out to examine the function of advertising for a retail organisation; the need to select the correct target audience at whom to direct it; the criteria for media selection; the creative approach and the subsequent measurement of results. It attempts to discuss some of the information sources available and information therein provided and how it can be used to satisfy these needs and criteria. It examines some examples of pre and post advertising research.
Research Papers
Retailers as media destinations
Catalogue: ESOMAR/ARF WAM Conference 2005: Radio
Authors: Craig T. Gugel, Robert Wolf, George Wishart
 
June 21, 2005
Research Papers
Evaluation
Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: ESOMAR B.V.
 
June 15, 1980
