Advertising Research in Canada — Where We are Today

Abstract

Advertising research as it is currently practised in Canada is reviewed — the questions researchers are called in to answer, the different techniques employed, and the use made of results in testing the efficacy of advertising. The author outlines in detail what advertising researchers do in the areas of testing of advertising strategy and pretesting of executions, describes advances in the research art in the US, and analyzes trends in advertising research generally.