Abstract
According to this article, there are only two basic dimensions to the effectiveness of advertising: (1) size of audience, and (2) depth of impact.
The advertising industry has been spending most of its research dollars in measuring the audience component, with the result that we can now measure this dimension reasonably well. Dr. Coffin believes it is now time to spend more dollars in assessing the dimension of impact—for it is this area which, for the future, promises the greatest improvement in advertising evaluation and sound media comparisons.
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