Advertising research in the 21st century

This paper describes a research method for evaluating television advertising copy that is new to both advertising and the Internet.

Advertising Research In The 21st Century

A new method for the Internet age

E. Ann Hollier Senior Vice President for Research, DiscoverWhy, Inc., United States. andKristen C. Remington Manager of Marketing Information, Terra Lycos, S.A., United States.

INTRODUCTION...