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Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.3/237826
- Title
- Where does your ad work?
- Author(s)
- Cramphorn, Michael F.
- Abstract
- Examines advertisement testing, reporting on a large-scale survey of individual responses to advertisements. Locates three distinct groups of respondents: committed, entertained, and the potentials. Argues that advertisement testing and evaluation must reveal an understanding of how individuals respond to advertisements rather than how advertisements work on average.
- Publication type
- Journal article
- Source
- Journal of the Market Research Society, Vol. 38, no. 1 (Jan 1996), pp. 35-53
- Publication year
- 1996
- Keyword(s)
- Advertising; Evaluation; International marketing; Market research; Tests
- Publisher
- The Market Research Society
- ISSN
- 0025-3618
- Copyright
- Copyright © 1996.
- Peer reviewed
