Advertising effectiveness revisited

Discusses research into advertising effectiveness; the article responds to some of the papers at the Campaign/Admap seminar 'Monitoring Advertising Performance: a new generation of tracking studies', February 1986 (papers published in march issue).

Advertising Effectiveness Revisited

Advertising in action: theory and practice

Colin McDonald Communication Research Ltd.

The thoughts below are only partly a response to the interesting and well attended Campaign/ADMAP seminar of St. Valentine's Day sub-titled 'a new generation of tracking studies'. It is not intended as a comprehensive review of that day, particularly since all the papers were summarised in the March issue of ADMAP.

The size of the audience, many of them from the marketing coal-face, and the attention with which the papers were heard, testified to the continuing power of the subject both to...

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