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The Changing Face Of Advertising Research In The Information Age:

  • Cook, William A.
  • Dunn, Theodore F.
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    Control over advertising research budgets and initiatives has continued to shift to the advertiser. This trend will likely continue as will a growing gap between advertiser and agency in use of quantitative research, favored by the former, and qualitative research, favored by the latter. The potential for barriers to communication and cooperation may lie in this split if efforts aren t undertaken to offset it. Copy Pre Testing is becoming more integrated with tracking and other research activities, including advertising response modeling, and other means of understanding what is driving advertising success and failure. The testing of new advertising venues infomercials, the Internet, and kiosks will grow tremendously in importance as we approach the year 2000.

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    Article provided by Cambridge University Press in its journal Journal of Advertising Research.

    Volume (Year): 36 (1996)
    Issue (Month): 01 (January)
    Pages: 55-71

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    Handle: RePEc:cup:jadres:v:36:y:1996:i:01:p:55-71_96
    Contact details of provider: Postal: Cambridge University Press, UPH, Shaftesbury Road, Cambridge CB2 8BS UK
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