Some problems in the definition and measurement of advertising penetration

R D Godwin

This MRS Gold Medal winning paper (1963) discusses the difficulties of measuring advertising penetration.
  

Some problems in the definition and measurement of advertising penetration; and an inquiry into two alternative methods for measuring one component

R. D. Godwin

INTRODUCTION

This paper appears to be immediately concerned with advertising penetration. The underlying object is, however, rather different, and amounts to the statement of two inter-dependent propositions:

  1. That there is every advantage to be gained from the more formal description and standardization of concepts used in marketing; and

  2. That more emphasis should be laid on the distinction between what we intend to measure, and what we actually measure.

These two propositions, especially the...

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