The Millicent tendency

Dominic Moseley

'Does Millicent like the advertising?' The divergence between theory and practice in advertising evaluation is now so substantial that it is difficult to conceive that the two stem from a common understanding.

The Millicent tendency

"Does Millicent like the advertising?" The divergence between theory and practice in advertising evaluation is now so substantial that it is difficult to conceive that the two stem from a common understanding ...

Dominic Moseley

Measuring the changes caused by advertising (the effects) is difficult, and part of a complex consumer/brand interaction. The idea of a model expressing the inter-relationship of advertising dependent variables, at least, used to be commonly accepted. But fewer marketers now seem to have the wish or capability to think about how advertising works; a new belief has risen - that the sole...

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