ABSTRACT
The advertiser and the consumer have been closer bedfellows than they knew. Both have been frustrated by not knowing more about the effects of advertising. Individual advertisers who have felt for a long time that they don’t know enough about what their advertising is doing should be prompted by this book to stiffen their resolve to overcome this. By continuously tracking their advertising over time advertisers are coming to understand much more about what works, what doesn’t, and why. The message of this book to both consumer and advertiser is that it is time to forget the mystique and focus on the real effects. Advertisers should take the attitude that we now know a lot more about what works, and what doesn’t, and why.
