Advertising Rating Research: Lessons from a Classic Study
Alan Smith IPC Magazines
Few companies have a long memory, if they have one at all, so it is inevitable that the lessons learnt in one decade tend to be forgotten by the next, especially when they are based on work carried out in a different country and there are no traditions of academic training in the activity. So there maybe some interest and value to be gained from reflecting on a major methodological study conducted many years ago.
A study of printed advertisement rating methods
In 1955 the Advertising Research...