Books that influenced me
John Bartle
1 TESTING TO DESTRUCTION
By Alan Hedges Published by the IPA; Re-issued, updated 1998. Originally published 1974.
This “critical look at the uses of research in advertising” must be the best 100 pages ever written on the subject. The book I've read most often, and not because it's the shortest. Deftly added to by sally Ford-Hutchinson and Mary Stewart-Hunter in the updated edition, the original still stands the test of time for its warnings of abuses (as well as uses) of 'information' from 'testing'. As the world gets more competitive, and especially in tougher...