THE CHANGING FACE OF ADVERTISING RESEARCH IN THE INFORMATION AGE

William A. Cook and Theodore F. Dunn

Journal of Advertising Research, 1996, vol. 36, issue 1, 55-71

Abstract: Control over advertising research budgets and initiatives has continued to shift to the advertiser. This trend will likely continue—as will a growing gap between advertiser and agency in use of quantitative research, favored by the former, and qualitative research, favored by the latter. The potential for barriers to communication and cooperation may lie in this split if efforts aren't undertaken to offset it. Copy Pre–Testing is becoming more integrated with tracking and other research activities, including advertising response modeling, and other means of understanding what is driving advertising success and failure. The testing of new advertising venues—infomercials, the Internet, and kiosks—will grow tremendously in importance as we approach the year 2000.

Date: 1996
References: Add references at CitEc
Citations:

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:36:y:1996:i:01:p:55-71_96

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 ().