Assumptions in Measuring Advertising Effectiveness
Journal of MarketingPublished 1 July 1964
Thomas T. Semon
Citations5
SJR quartileQ1
SJR score13.39
SNIP5.22
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Abstract
Thomas E. Coffin's article, “A Pioneering Experiment in Assessing Advertising Effectiveness,” published in the July, 1963, issue outlined a logical model and a practical research approach, and indicated further improvements to be made. However, the author of the present article believes that certain basic assumptions need further study.
Keywords
Business, Management and Accounting