ABSTRACT
In discussing the problems with current methods for measuring advertising effectiveness, Belch and Belch (1993) stated that:
The best starting point is principle 4 (of Positioning Advertising Copy Testing, a set of principles established by 21 of the largest U.S. advertising agencies) which states the research should be guided by and based on a model of human response to communications and this model must consider a number of responses including reception, comprehension, and behavioral response…. To have an effective measure, some relationship to the communication process must be included, (p. 706)
