The Nature of Central and Peripheral Advertising Information Processing
Professor Flemming Hansen, andM.Sc Lotte Yssing Hansen
1. SUMMARY
Strategic, executional and budgeting decisions on advertising require a mixture of quantitative and qualitative evaluations prior to the full-scale start of the campaign. Recent development in media planning has created a demand for uniform quantitative campaign effect measures. At the same time the realisation, that different advertising in different areas works differently, has directed advertising research towards measures selected specifically for the campaign being tested. The paper describes how a new generation of advertising pre-testing is growing...