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

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...