Designing post-testing for the third millennium

In this final article on advertising research for the third millennium Spike Crampthorne asks readers to consider the approach to advertising research in 1982 and shows that views widely held at the time are now known to be seriously flawed.

Designing Post-Testing for the Third Millennium

Spike CramphornAdd+Impact

 

Suppose this is 1982 and you need to find out the effectiveness of an advertising campaign. You have no pre-existing knowledge of post-testing or tracking, but you...