Lucas, Darrell Blaine, 1902-1995.

Measuring advertising effectiveness [electronic resource] / [by] Darrell Blaine Lucas [and] Steuart Henderson Britt. - New York : McGraw-Hill, [1963] - 399 p. : ill. ; 24 cm. - McGraw-Hill series in marketing and advertising . - McGraw-Hill series in marketing and advertising. .

Includes bibliographical references and index.

"Every advertiser and every advertising agency want to find better ways to measure advertising effectiveness. So does every sincere student of advertising. This book should be of help in providing descriptions and evaluations of the principal methods of measurement. The measurement of advertising effectiveness involves two different problems. The first problem is that of measuring advertisements or advertising messages. The second problem is that of measuring the media which expose the advertising messages to consumers. The design of an advertising message helps to determine whether people will pay attention to it, whether they will look at it or hear it, whether they will understand it, whether they will remember it, whether it will affect what they do. But the media chosen for the advertising message--newspapers, magazines, radio, television, outdoor posters, card cards, direct mail, and so on, also help to determine the same things. Accordingly, this book is concerned with descriptions and evaluations of the principal methods of advertising research (Part One) and of media research (Part Two). It catalogs the principal methods that are used to try to measure advertising effectiveness. In other words, this is a survey and classification of practical research techniques. But this is not a manual for performing each type of measurement or a volume of how-to-do-it research. The techniques are described and evaluated separately, although in actual practice various methods usually are combined with others. The effective research practitioner blends his own amalgam of research methodology from the kinds of techniques described in this book. He has the responsibility of using various methods in ways most suitable to solve a particular problem"--Chapter. (PsycINFO Database Record (c) 2010 APA, all rights reserved). "This book brings together the most up-to-date information about: 1. Measurement of advertising messages (Part One) 2. Measurement of advertising media (Part Two) In other words, this is a book about creative research and media in the advertising industry of today and with emphasis on practical details. Part One explains both the planning of advertising measurement and the techniques of measuring advertising messages. There are separate chapters on recognition tests, recall and association tests, opinion and attitude ratings, projective methods, laboratory testing and analyses of content, and inquiries and sales measures. Part Two explains the basic media concepts. There are separate chapters on printed-media audiences, television and radio audiences, exposure of advertisements, audiences of advertisements, kinds of people in media audiences, and attitudes of media audiences; the book ends with a discussion of audience accumulations and combinations and the implications of mathematical programming. The text represents the combined efforts of two psychologists, who between them have spent over fifty years in advertising work. To produce this volume, they have drawn upon their psychological knowledge, experience as teachers, their own research studies, and their work as advertising consultants. It is their hope that Measuring Advertising Effectiveness will be useful to students in the classroom and useful also to those people in business who are concerned with the evaluation and improvement in methods of measuring advertising effectiveness"--Book.




Electronic reproduction.
Washington, D.C. :
American Psychological Association,
2011.
Available via World Wide Web.
Access limited by licensing agreement.


Advertising--United States.
Advertising as Topic

HF5813.U6 / L8 1963

659.1

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