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Research papers

Economic VS. non-economic measures of advertising efficiency

Most advertising designs work with non-economic indicators on the level of information and attitude. Thus, a methodological problem - tests with economic advertising control are very difficult to execute - is substituted by another one. For the...

Catalogue: Seminar 1988: New Methodologies In Test Marketing
Author: Sabine Wüst
Company: GfK
June 15, 1988
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Citation

Wüst, S. (1988a, June 15). Economic VS. non-economic measures of advertising efficiency. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/economic-vs-non-economic-measures-of-advertising-efficiency