This book is based on state-of-the-art research, including pure single-source research, consumer panel research, a predictive technique to pre-test television commercials, econometric evaluation, and studies of market and brand aggregates. Although the data in the book is based on sound samples and proven measurement techniques, they are explained with the simplest mathematics and the clearest prose.

Passing through the Gate

Passing through the gate

Advertising is capable of producing a pronounced effect on consumer purchases of a brand within a short period (generally measured as 7 days) after its exposure. This short-term effect varies a great deal according to the advertising used. It can be measured post hoc. Because one advertisement does most of the work, the effect must come substantially from the advertisement itself, from the creative idea within it.

Claude Hopkins would not have been in any way surprised by the above extract from the description of the Gatekeeper model. Direct response advertising works in no other fashion, and it is the immediate measurable response from such advertising that made possible Hopkins's technique of Scientific Advertising.

There is, however, much less agreement ...

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