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Research papers

Comparability in the measurement of advertising persuasion

Lego System A/S is pre-testing television commercials and print advertising in their major markets on a continuous basis. Lately, a validated standardised persuasion measure - the BUY(c)TEST - has been used in USA, France, Great Britain, Germany, and...

Catalogue: Seminar 1983: Effective Advertising- Can Research Help?
Authors: Arne Krogh Nielsen, Lorenz C. Andersen
June 15, 1983
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Citation

Nielsen and Andersen (1983a, June 15). Comparability in the measurement of advertising persuasion. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/comparability-in-the-measurement-of-advertising-persuasion