advertising effects
An inventory of inventories
Professor Klaus SchoenbachUniversity of Amsterdam
Where do practitioners and researchers find information on recent empirical research into advertising effects? Information that could help them determine the position of print in the media mix, design ads and campaigns more effectively, and estimate their effects on specific target groups more precisely? These are some of the questions that a thorough review of recent literature on advertising effects aimed to answer. It was commissioned by the International Centre of Advertising and Media Research (ICW) in Hamburg, and sponsored by Gruner + Jahr and Der...