Advertising research in the 21st century

This paper describes a research method for evaluating television advertising copy that is new to both advertising and the Internet.

Advertising Research In The 21st Century

A new method for the Internet age

E. Ann Hollier Senior Vice President for Research, DiscoverWhy, Inc., United States. andKristen C. Remington Manager of Marketing Information, Terra Lycos, S.A., United States.