Advertising Effectiveness

Title:Advertising Effectiveness Studies.

Advertising Effectiveness is a widely researched topic. This paper attempts to criticise the manner in which various practitioners and researchers have utilised effectiveness studies to identify the advantages of using advertising. In the author's opinion the research conducted over many years is worthless. There are of course a small ammount of studies which are useful but they are outweighed by the bad ones. My reason is the way in which the research is carried out. The laboratory setting are my manin criticism. How can we measure advertising effectiveness in artificial settings. Pointless. When advertising effectivess studies began, there was great debate over whether or not they would be of use.

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