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...