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Research papers

The use of the buy test technique to evaluate new advertising campaigns in Arab countries

In the rapidly evolving marketing environment in the Middle East, the communication process is becoming increasingly important and hence so is the need to evaluate the efficiency of an organisation's communication activities. The BUY TEST is an...

Catalogue: Seminar 1987: Research In Arab Countries
Authors: Randa Kronfli, Dafni Theophylactou
Company: MEMRB
June 15, 1987
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Citation

Kronfli and Theophylactou (1987a, June 15). The use of the buy test technique to evaluate new advertising campaigns in Arab countries. ANA - ESOMAR. Retrieved May 26, 2024, from


https://ana.esomar.org/documents/the-use-of-the-buy-test-technique-to-evaluate-new-advertising-campaigns-in-arab-countries