A Model for Predictive Measurements of Advertising Effectiveness

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  • Robert J. Lavidge
    Elrick and Lavidge, Inc., Northwestern University Evening Division, DePauw University, University of Chicago
  • Gary A. Steiner
    Elrick and Lavidge, Inc., Northwestern University Evening Division, DePauw University, University of Chicago

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<jats:p> The development and selection of research designs too often reflects thinking which is technique-oriented. This article looks at advertising research from another viewpoint. </jats:p><jats:p> It starts with the questions: What is advertising supposed to do? What are its functions? The authors then show the implications of these questions in relation to measurements of the effectiveness of proposed advertisements. </jats:p>

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