Although research directors of large European advertising agencies and their U.S. counterparts generally have similar overall outlooks, their opinions differ on advertising campaign measures, such as those having to do with predispositions and sales. European opinions differed sharply depending on agency size, extent of U.S. influence, and nation of operation.
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References
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AdlerLee, GreenbergAllan, and LucasDarrell B. “What Big Agency Men Think of Copy Testing Methods,” Journal of Marketing Research, 2 (November1965), 339–45.
