Article1961

A Model for Predictive Measurements of Advertising Effectiveness

797 citations0/0 files storedJournal of Marketing

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Advertising and Communication Studies

Abstract

The development and selection of research designs too often reflects thinking which is technique-oriented. This article looks at advertising research from another viewpoint. It starts with the questions: What is advertising supposed to do? What are its functions? The authors then show the implications of these questions in relation to measurements of the effectiveness of proposed advertisements.

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