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What Advertising Testing Might Have Been, If We Had Only Known

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Author Info
CRAMPHORN, SPIKE
Abstract

Today s pretesting is based on concepts of consumer behavior that were devised over a hundred years ago and which were largely discarded in the 1980s. What would it look like if we had known, and then applied what we know now, 25 years ago?

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File URL: http://journals.cambridge.org/abstract_S0021849904040115
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Publisher Info
Article provided by Cambridge University Press in its journal Journal of Advertising Research.

Volume (Year): 44 (2004)
Issue (Month): 02 (June)
Pages: 170-180
Download reference. The following formats are available: HTML (with abstract), plain text (with abstract), BibTeX, RIS (EndNote, RefMan, ProCite), ReDIF
Handle: RePEc:cup:jadres:v:44:y:2004:i:02:p:170-180_04

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This page was last updated on 2009-11-15.

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