What Advertising Testing Might Have Been, If We Had Only Known

Spike Cramphorn

Journal of Advertising Research, 2004, vol. 44, issue 2, 170-180

Abstract: Today's pretesting is based on concepts of consumer behavior that were devised over a hundred years ago and which were largely discarded in the 1980s. What would it look like if we had known, and then applied what we know now, 25 years ago?

Date: 2004
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://www.cambridge.org/core/product/identifier/ ... type/journal_article link to article abstract page (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:cup:jadres:v:44:y:2004:i:02:p:170-180_04

Access Statistics for this article

More articles in Journal of Advertising Research from Cambridge University Press Cambridge University Press, UPH, Shaftesbury Road, Cambridge CB2 8BS UK.
Bibliographic data for series maintained by Kirk Stebbing ().