Traceable Response as a Method of Evaluating Industrial Advertising: A Case Study
Charles Margolis · Journal of Marketing · 1947
THERE is nothing new about inquiry testing in consumer advertising as a generally accepted method of copy research, but this technique is not so fully accepted by industrial advertisers, and for some very good reasons. On the one hand, attainment of many industrial objectives is frequently sought by what is described as indirect action advertising and there is always the question of the extent to which the effect of brand name publicity may be measured by direct action response. Also, industrial advertising objectives are frequently not so clearly or specifically defined as those of consumer advertising, and where this situation exists, it is very difficult to make intelligent use of any copy research method whatever.