Pretesting press advertising campaigns

C Greenhalgh and H A Smith

This paper, which won the 1973 MRS Gold Medal, discusses how to pre-test press advertisements for evaluation (i.e.
  

Pre-testing press advertisement campaigns

C. GreenhalghSales Research Services Ltd

H. A. SmithIPC Magazines Ltd

INTRODUCTION

One has long been conscious of two major possible shortcomings in the techniques used for much evaluative*advertisement...

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