What Advertising Testing Might Have Been, If We Had Only Known
Spike CramphornAdd+lmpact International
THE LAST DECADE has provided many new insights into how we acquire and store knowledge of the world around us, and its impact on our decision process. While these insights dramatically improve understanding of the way advertising is processed, they have yet to be assimilated into the measurement of advertising effectiveness.
This article considers how very different advertising, testing might be today, if we had known, and then applied what we know now, 25 years ago.
BACKGROUND
Supposing. Your CEO is sceptical of...