An interview-based measure of short-term advertising effects

Often, advertisers do not have real (electronic) single-source data available for the evaluation of their advertising campaigns.

An interviewbased measure of shortterm advertising effects

Flemming HansenCopenhagen Business School

and

Jrgen Kai OlsenCopenhagen Business School

The need for a new manageable advertising tool

In recent years, many leading advertisers have gained insight...