Predicting advertising execution effectiveness: scale development and validation
Purpose – This paper aims to present a commentary on the Armstrong et al. (2015) proposals to use checklists of Armstrong’s “advertising principles” to predict the effectiveness of alternative advertising executions and their tests of validity using paired ads with day-after recall scores. Design/me...
| Main Author: | |
|---|---|
| Format: | Journal Article |
| Published: |
Emerald
2016
|
| Online Access: | http://hdl.handle.net/20.500.11937/51059 |