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Research papers

Measuring advertising effectiveness

Today, the number of techniques available to evaluate advertisements are numerous. However, underlying any technique is a series of assumptions which both users and practitioners of research make that have a bearing on the interpretation of the...

Catalogue: MENAP Forum 1996: Pressure On Profit
Authors: Yasser Omar, Shashikala Halve
Company: PepsiCo
March 1, 1996
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Citation

Omar and Halve (1996a, March 01). Measuring advertising effectiveness. ANA - ESOMAR. Retrieved September 26, 2024, from


https://ana.esomar.org/documents/measuring-advertising-effectiveness