The author proposes four principles of effective quantified advertisement pre-testing: a comprehensive attribute list, inference of attribute importance, information on the competition, and focus on the preference of marginal buyers.
A response to Charles Channon's article on 'Effectiveness and Efficiency' in March 1990. While agreeing that advertising should not be determined by too much reliance on any one measurement, the author regards as fallacious the idea set up by Channon, and in the Boston conference, that `Efficiency' and `Effectiveness' are two opposed mind sets, between which there is no contact.
If 'effectiveness' is doing the right thing, and 'efficiency' is doing it the right way, why should the two be in conflict? The trouble is that efficiency ('getting more bang for your buck') is easier to measure, and can be made to seem the only measure; it is rational, functional and factual; but it can distort the true situation dangerously by being over-simplistic.
This paper is based on the following questions: What sort of evaluation is both valid and useful? On what areas of advertising research should inevitably limited budgets be concentrated? What should advertisers, agencies and researchers be doing next to improve methods and approaches? Two areas of importance are examined: defining the objectives of advertising research, and defining the objectives of advertising.
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