dc.description.abstract |
The author has been concerned with a study of
"The Measurement of Advertising Effectiveness"
since 1972. . During the course of this study,
some 11 reports have been produced. In accor-
dance with Regulation 14.9 of CIT's Regulations
governing the submission of material for higher
degrees, these reports are submitted, together
with an exposition of the material contained
within them.
The exposition which is presented here attempts
to describe the contents of the reports in the
overall context of the study of which they were
a part. Hence,
-this exposition contains: a
description of the study; a description of the
overall methodology employed; a summary of the
contents of the reports; and, an appraisal of
the study's methods and outputs.
No precedent exists for such expositions and
the author has chosen the form and content
which he believes will best. allow the contents
of the reports to be appreciated. |
en_UK |