A Pioneering Experiment in Assessing Advertising Effectiveness
Journal of MarketingPublished 1 July 1963
Thomas E. Coffin
Citations18
SJR quartileQ1
SJR score13.39
SNIP5.22
Generate an AI Snapshot to get a quick, structured summary of this paper.
Study Snapshot
ObjectiveStudy objective
MethodsResearch methodology
PopulationPopulation studied
Sample sizeSample sizes
OutcomesStudy outcomes here
ResultsStudy results comes here
LimitationsResearch study limitations comes here
A concise AI-generated summary of the paper will appear here once you click Generate AI Snapshot.
Abstract
According to this article, there are only two basic dimensions to the effectiveness of advertising: (1) size of audience, and (2) depth of impact. The advertising industry has been spending most of its research dollars in measuring the audience component, with the result that we can now measure this dimension reasonably well. Dr. Coffin believes it is now time to spend more dollars in assessing the dimension of impact—for it is this area which, for the future, promises the greatest improvement in advertising evaluation and sound media comparisons.
Keywords
Business, Management and Accounting