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Measuring Advertising Effectiveness (Marketing), by D.B. Lucas, Steuart Henderson Britt
Download PDF Measuring Advertising Effectiveness (Marketing), by D.B. Lucas, Steuart Henderson Britt
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"What This Book Is About: This book brings together the most up-to-date information about; (1.) Measurement of advertising messages (Part One), (2.) Measurement of advertising media (Part Two). In other words, this is a book about creative research and media in the advertising industry of today and with emphasis on practical details. Part One explains both the planning of advertising measurement and the techniques of measuring advertising messages. There are separate chapters on recognition tests, recall and association tests, opinion and attitude ratings, projective methods, laboratory testing and analyses of content, and inquiries and sales measures. Since no single technique of advertising research could possibly begin to answer all research questions, various combinations of research techniques should be considered in dealing with a specific research question. Accordingly, both the advantages and the disadvantages of each research method are analyzed and appraised separately. Part Two explains the basic media concepts. There are separate chapters on printed-media audiences, television and radio audiences, exposure of advertisements, audiences of advertisements, kinds of people in media audiences, and attitudes of media audiences; the book ends with a discussion of audience accumulations and combinations and the implications of mathematical programing. So far as we know, this is the only comprehensive study of media research and evaluation; and a great deal of the material analyzed is not available in most libraries." (by Darrell Blaine Lucas, Steuart Henderson Britt)
- Sales Rank: #10278752 in Books
- Published on: 1963-12
- Original language: English
- Number of items: 1
- Binding: Hardcover
- 399 pages
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