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A Model for Predictive Measurements of Advertising Effectiveness

Robert J. Lavidge; Gary A. Steiner

Elrick and Lavidge, Inc., Northwestern University Evening Division, DePauw University, University of Chicago

Journal of Marketing 1961

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.

DOI
10.1177/002224296102500611
Volume
25 (6)
Pages
59-62
Language
en
Export
BibTeX
Sources
crossref