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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Article
Author(s)
Ana Beriain
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DOI:10.17265/1537-1514/2013.10.008
Affiliation(s)
Ana Beriain, Ph.D., Associate Professor of Communication Department, Abat Oliba CEU University.
ABSTRACT
The aim of this chapter is to run through the history of marketing research applied to measuring the effectiveness of advertising and deepen in all those theories that have shed light on this aspect and have influenced subsequent theories and models. This historical review offers the opportunity of knowing the past and understanding better the present of market research applied to advertising. It is a chronological analysis to present day, which introduces the development of the explanatory models for the functioning of advertising and the theoretical and empirical contributions in this area.
KEYWORDS
advertising, models, measurement, effectiveness, market research
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