Diagnostic evaluation: a vital component of print research
Hilary Gaines and Wendy Rolls Millward Brown International
INTRODUCTION
As media markets across Europe become more complex with new and different media channels available, there is an increasing onus on research to assess the performance of an advertisement in a particular medium as well as providing an understanding of its contribution to a mixed media schedule. The evaluation of TV ads is now widely used in assessing the memories generated and how these are then attached to a brand in consumers' minds so as to generate trial, re-trial and...