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Research papers

Understanding how advertising works and implications for measurement of its effectiveness

The debate globally has centred recently on immediate sales effects (and Persuasion Shift pre testing) in preference to maintenance or theme advertising whose effects, we believe, are often seriously under-estimated. The paper first contrasts...

Catalogue: Latin America 1995: Trends And Tools For Business Decisions
Authors: Rosie Riley, Aurora Yasuda
Companies: KANTAR TNS Malaysia, IBOPE Inteligencia
May 1, 1995
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Citation

Riley and Yasuda (1995a, May 01). Understanding how advertising works and implications for measurement of its effectiveness. ANA - ESOMAR. Retrieved June 13, 2024, from


https://ana.esomar.org/documents/understanding-how-advertising-works-and-implications-for-measurement-of-its-effectiveness