Access

You are not currently logged in.

Access your personal account or get JSTOR access through your library or other institution:

login

Log in to your personal account or through your institution.

The Function of Advertising and Its Measurements

Alfred Politz
Journal of Advertising
Vol. 4, No. 2 (Spring, 1975), pp. 10-12
Published by: Taylor & Francis, Ltd.
Stable URL: http://www.jstor.org/stable/4187971
Page Count: 3
  • Download ($45.00)
  • Cite this Item
Preview not available
Preview not available

Abstract

Sales success or failure does not prove success or failure of advertising. If we regard advertising as the cause of certain psychological effects, then these psychological effects have to be the objective of advertising measurement. Thus, predictive measurement of copy effect would have to include the potential consumer's actual change in appreciation and desirability created for the product by means of advertising.

Page Thumbnails

  • Thumbnail: Page 
10
    10
  • Thumbnail: Page 
11
    11
  • Thumbnail: Page 
12
    12