Answers are grounded in this paper and cite their sources.
Most current commercial testing procedures determine the effectiveness of a given commercial based on its performance on a single criterion. This article suggests (1) the need for measuring advertising effectiveness on a number of relevant criteria, and (2) a methodology for implementing this approach.
No takes yet. Share an insight, caveat, or question.
Wind et al. (1974) studied this question.
Synapse has enriched 10 related papers. Consider them for comparative context: