Predicting advertising execution effectiveness: scale development and validation

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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...

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Bibliographic Details
Main Author:	Woodside, Arch
Format:	Journal Article
Published:	Emerald 2016
Online Access:	http://hdl.handle.net/20.500.11937/51059

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