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Volume 2, Issue 1
1 January 1968
Management Decision Cover Image for Volume 2, Issue 1
Editors
Ares Kalandides
Ares Kalandides
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Review Article| January 01 1968

Measuring advertising effectiveness

STEPHEN KING
Head of Advertising Research Unit and New Product Development Unit J. Walter Thompson Company
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Author & Article Information
Publisher: Emerald Publishing
Online ISSN: 1758-6070
Print ISSN: 0025-1747
© MCB UP Limited
1968
Management Decision (1968) 2 (1): 20–23.
https://doi.org/10.1108/eb000826

MEASURING the effectiveness of advertising is a complex problem. This review is concerned more with principles and underlying philosophy than with research methods. This is because I believe that in all consumer research it is not too difficult to work out the right methods once we have identified exactly what we want to find out and why; and also decided how we shall use the information when we have found it.

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© MCB UP Limited
1968
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