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Abstract
Research on the effectivness of television commercials has made only limited progress in recent years, as regards both theory and measurement techniques. The two major tests that are used today — recall and attitude change — are the same as those used 10 years ago. The writer analyses the strengths and weaknesses of recall and attitude change as measures of advertising effectiveness, and comments on recent efforts to measure sales results directly, via split cable TV and automated supermarket cash registers.
