METHODOLOGICAL ISSUES IN ANALYZING CONSUMER RESPONSES TO ADVERTISING
This paper will focus on the main methodological issues for a comparative research of consumer responses in advertising. Ad-testing or copy testing is a general term often used by practitioners in advertising research for testing ads’ effectiveness based on consumers’ responses. To be able to effect...
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | article |
| Language: | EN |
| Published: |
CEOs Ltd.
2022
|
| Subjects: | |
| Online Access: | https://doi.org/10.5281/zenodo.5718637 https://doaj.org/article/e2e051f82c4e4cd1b85aa868e6254007 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|