Click on the PDF link for the complete article.
This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a ‘classic’ - an article that has withstood the test of time. First published in 1969, Britt analysers the ‘proofs of success’ for 135 campaigns selected by 40 advertising agencies, and shows that almost none of the agencies really knew, or even could know, whether or not their campaigns were successful. He establishes clear guidelines on how to determine advertising objectives and assess whether they have been met.
- © Copyright Advertising Research Foundation 2000