The new communications criteria in advertising research

Title	The new communications criteria in advertising research
Year	1996
Author	Christiaan De Brauw
DOI/ ID	19960301
URL	http://www.quirks.com/articles/a1996/19960301.aspx?searchID=622320767&sort=5&pg=1
Journal	Quirk's
Document Type	Journal Article
Document Availability	Full Text
Classification	Advertising
Abstract	Advertising has changed considerably in the past 20 years. This article discusses how communications researchers have been forced to rethink effectiveness, describes communications performance criteria that appear applicable and shows examples of how to address these criteria in research