Erik du Plessis is CEO of Impact Information, a leading South African advertising research company. He holds Honors degrees in econometrics and business economics and has published in the Journal of Advertising Research and Admap. He has also published in the proceedings of the American Marketing Association, the Academy of Marketing Science, and the South African Marketing Research Association. This paper was written while Mr. du Plessis was a visiting research fellow at Curtin Univesity.
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