METHODOLOGICAL ISSUES IN ANALYZING CONSUMER RESPONSES TO ADVERTISING
This paper will focus on the main methodological issues for a comparative research of consumer responses in advertising. Ad-testing or copy testing is a general term often used by practitioners in advertising research for testing ads’ effectiveness based on consumers’ responses. To be able to effect...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
CEOs Ltd.
2022-01-01
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| Series: | Innovative Issues and Approaches in Social Sciences |
| Subjects: | |
| Online Access: | http://www.iiass.com/index.php?option=com_content&view=article&id=1177 |