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Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.3/237833
- Title
- What advertising testing might have been, if we had only known
- Author(s)
- Cramphorn, Spike
- Abstract
- Today's pretesting is based on concepts of consumer behavior that were devised over a hundred years ago and which were largely discarded in the 1980s. What would it look like if we had known, and then applied what we know now, 25 years ago?
- Publication type
- Journal article
- Source
- Journal of Advertising Research, Vol. 44, no. 2 (June 2004), pp. 170-180
- Publication year
- 2004
- FOR Code(s)
- 1505 Marketing
- Keyword(s)
- Advertising; Advertising effectiveness; Advertising testing; Market research; Tests
- Publisher
- Cambridge Journals
- ISSN
- 0021-8499
- Publisher URL
- http://dx.doi.org/10.1017/S0021849904040115
- Copyright
- Copyright © 2004.
- Peer reviewed
