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Research papers

How can we measure the effectiveness of advertising?

At ad agencies, through pretest we measure the content of advertising, the concept, the mnemonics, the salient selling points, and visuals (typography, pictures/illustrations, copy) for the purpose of testing clarity, comprehension, accuracy,...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East
Author: Mark Carassi
January 1, 1994
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Citation

Carassi, M. (1994a, January 01). How can we measure the effectiveness of advertising?. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/how-can-we-measure-the-effectiveness-of-advertising-


Research papers

In search of mnemonics for the Middle East

Finding a mnemonic element or proposition is an important and mighty task for developing strategic and effective advertising campaigns. The task becomes ever-increasingly more critical and difficult when the construction of the mnemonics has to...

Catalogue: ESOMAR Conference 1992: The Opportunity Factors To Business Success In The Post War Middle East
Author: Mark Carassi
June 15, 1992
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Citation

Carassi, M. (1992a, June 15). In search of mnemonics for the Middle East. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/in-search-of-mnemonics-for-the-middle-east