Mark Earls Ogilivy
There is very little
to be
saidtoday about advertising
research that is truly new,
particularly towell-read Admap readers. The
best thatmost of us can hope to offer
on the subjectis to point out (again!) the
pitfalls in the process, politics and
principles of advertisingresearch first outlined by
AlanHedges in Testing to
Destruction 30 yearsago this year and developed
in Mike Hall'swork over the past decade or
so. Last
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