A model for predictive measurements of advertising effectiveness
Lavidge and Steiner, Journal of Marketing 25(6), 1961, 59-62. Examines advertising research starting from what advertising is meant to do and what its functions are, then considers what that implies for measuring the effectiveness of proposed advertisements.
Lavidge and Steiner, Journal of Marketing 25(6), 1961, 59-62. Examines advertising research starting from what advertising is meant to do and what its functions are, then considers what that implies for measuring the effectiveness of proposed advertisements.
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Lavidge, R. J., & Steiner, G. A. (1961). A model for predictive measurements of advertising effectiveness. Journal of Marketing, 25(6), 59-62. doi:10.1177/002224296102500611 https://doi.org/10.1177/002224296102500611