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...
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| Autores principales: | , , |
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| Formato: | article |
| Lenguaje: | EN |
| Publicado: |
CEOs Ltd.
2022
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| Materias: | |
| Acceso en línea: | https://doi.org/10.5281/zenodo.5718637 https://doaj.org/article/e2e051f82c4e4cd1b85aa868e6254007 |
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