Taking Print More Seriously In Quantitative Ad Research
Terry PrueHRI Research Group
When we ask consumers about 'advertising' it is no longer any surprise that they usually reply by talking about what they have seen on television. The dominance of the audio-visual medium in people's conscious memory, then, has a knock-on effect on the marketing and research businesses.
Consider the typical continuous brand and advertising tracking study. It has a design derived from one over-riding aim: to quantify short-term movements in advertising awareness and to link this back to actual advertising expenditure; except that I do not really mean...