Recent developments in neuroscience and psychology are converging in a consistent view of how consumers actually 'feel' and 'think.' This paper will show how we can use that learning to address the question of how advertising works conceptually and use that conceptual foundation to suggest some new measurement methodologies.
A New Model For Measuring Advertising Effectiveness
Bruce F. HallHoward, Merrell and Partners
One of the most difficult problems faced by advertising agencies-and advertisers-remains the issue of measuring the effectiveness of the advertising they create...