A Model for Predictive Measurements of Advertising Effectiveness

1961/10/01 by Robert J. Lavidge, Gary A. Steiner, Gary Steiner · 10 citations
Business, Management and Accounting · #Marketing and Advertising Strategies #Consumer Behavior in Brand Consumption and Identification #Management and Marketing Education

paper · doi:10.1177/002224296102500611

Abstract

The development and selection of research designs too often reflects thinking which is technique-oriented. This article looks at advertising research from another viewpoint. It starts with the questions: What is advertising supposed to do? What are its functions? The authors then show the implications of these questions in relation to measurements of the effectiveness of proposed advertisements.

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