So, Just What Do We Think We're Measuring?

Spike Cramphorn

The author suggests that most ad testing systems focus mainly on the advertising and neglects the real objective of advertising research - to find out advertising's effect on the brand.

Advertising Research

So, Just What Do We Think Were Measuring?

Spike Cramphorn, Add+impact International

Today, most ad testing systems focus mainly on the advertising and neglect the real objective of advertising research: to find out the advertisings effect on the brand. Far too much attention is given to peripheral issues such as the recall of message, feelings about the advertising, and to the research paraphernalia of clutter reels, indices and dials that surround modern testing.

Daniel Dennett proposes that you can finesse your ignorance of the gory mechanical details of how the information got from A to...

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