ABSTRACT
Advertising is expensive and in its effect unpredictable; thus advertising poses one of the most difficult areas for management decisions and, therefore, one in which the accumulation of any knowledge is disproportionately valuable. Types of advertising are product or service advertising, prestige or institutional advertising and related product advertising. The split run technique involves placing an advertisement in one form in one half of the copies of a given issue of a publication and in another form in the other half of the copies. Recognition surveys were originally devised and introduced in America in 1932 by Daniel Starch. The Readership analysis is not a special technique since it can be accomplished by normal field techniques used for obtaining other data. It is, unfortunately, hampered by the reluctance of some publishers to provide readership figures, analysed in different ways as is common practice in the United States and is just being developed in Great Britain.
