Affiliation:
1. Pritchard, Wood Inc.
2. Doyle, Dane and Bernbach, Inc.
3. Graduate School of Business Administration, New York University.
Abstract
A 4-A sponsored survey of the opinions of research directors of the 50 highest billing advertising agencies showed considerable agreement that: comprehension tests, behavioral, recall and attitude (toward brand or company) tests are of real or high value, and that recognition tests have minor value in testing single advertisements, whether printed or broadcast.
Subject
Marketing,Economics and Econometrics,Business and International Management
Cited by
4 articles.
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