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The new communications criteria in advertising research

Title The new communications criteria in advertising research
Year 1996
Author Christiaan De Brauw
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

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