Can research evaluate the creative content of advertising?
Stephen KingJ. Walter Thompson Ltd
Based on the award winning paper presented by Stephen King, head of advertising research, J. Walter Thompson Ltd, at the 1967 conference of the Market Research Society
The marketing manager who deals with mass-consumer goods usually finds nowadays that advertising expenditure is by some way the largest part of his annual budget. Thus if research is to help him make major marketing-mix decisions, it must be capable of dealing with the results of varying the advertising expenditure. Various marketing models have been invented, but though...