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Research papers

The contributions of advertising testing to the development of effective international advertising

This paper is a case history : we tested two commercials in six European countries. In the first part, we show how diverse the advertising test results and the main efficiency measurements can be from one country to another. We identify four factors...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Authors: J. Andrew Davison, Erik Grab
Companies: Nestlé, GfK
September 1, 1992
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Citation

Davison and Grab (1992a, September 01). The contributions of advertising testing to the development of effective international advertising. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-contributions-of-advertising-testing-to-the-development-of-effective-international-advertising