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Misunderstandings between Advertising Research
comment on Herr KOMPs paper Heinz Alpers
8 other sections not shown
according adver advertisement exposure advertising campaign advertising expenditure advertising message advertising research Advertising Tests analysis answer asked attention value attitudes behaviour believe brand awareness brand image brand X brassieres Bufferin changes characteristics choice commercials considered consumer control group creative Delta Copy Test effectiveness of advertisements ESOMAR example experience fact factors film forecasts formula goal hypotheses ideas image dimensions important interesting interview Ladon lative magazine market research market share memorability ment method motivation NETAPPS procedure obtained Operational Research Palmolive placing of advertisements possible post-testing potential pre-choice pre-testing predict press advertisements problem psychological purchase proposition readers readership relationship relative competitive preference repeat tests respondents Rexona sales effectiveness sample scale SCHWERIN Test scientific scores semantic shown situation Starch statistical Subject product surveys target technique television Telpex test advertisement tical tion tisement tising tooth paste TV advertising usage areas variables vertising