PT  - JOURNAL ARTICLE
AU  - Steuart Henderson Britt
TI  - Are So-called Successful Advertising Campaigns Really Successful?
AID  - 10.2501/JAR-40-6-25-31
DP  - 2000 Nov 01
TA  - Journal of Advertising Research
PG  - 25--31
VI  - 40
IP  - 6
4099  - http://www.journalofadvertisingresearch.com/content/40/6/25.short
4100  - http://www.journalofadvertisingresearch.com/content/40/6/25.full
SO  - J Advert Res2000 Nov 01; 40
AB  - 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.