Assessing Advertising: the Methods RJR Nabisco uses

Describes the methods used by RJR Nabisco to assess, develop and judge its advertising. Includes discussion of style of ads, taget audiences, budget setting, and scheduling.

Assessing Advertising: the Methods RJR Nabisco Uses

Derek GrovesNabisco

This paper outlines the way in which RJR Nabisco uses research to aid judgment in developing and assessing its advertising.

RJR Nabisco is the world’s fourth largest advertiser....