TITLE

SALES TESTS AS A MEASURE OF ADVERTISING EFFECTIVENESS

AUTHOR(S)
Benesch, Charles
PUB. DATE
October 1952
SOURCE
Journal of Marketing;Oct52, Vol. 17 Issue 2, p178
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The article discusses the use of sales testing to determine the effectiveness of advertising. The author notes that the main purpose of this study is to observe the changes in sales patterns resulting from changes made in advertising methods. Possible changes could include varying the copy, position, color and illustrations in print advertisements, as well as changing the type of advertising media. The author discusses the difficulties of controlling variables and obtaining the right conditions for observation in such a study.
ACCESSION #
6760567

 

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