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The literature on advertising effects is massively loaded in its assumption that advertising does things to people. This paper asks what is known abou...
What advertisements ‘really do for brands’ is to influence behaviour. Specifically, when a shopper sees our ads, this should improve the odds of our b...
When a pre-test or tracking study shows low levels of response, it may well be an indication that it is the research rather than the advertising that ...
This paper is intended to examine the role of marketing research in corporate decision-making. I'd like to share Celestial Seasonings' experiences wit...
