effectiveness of advertisement
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designing new studies. This article focuses on theoretical issues involved in determining appropriate criteria for media comparisons. The broad classes of criteria currently employed in media research are discussed and evaluated in terms of their underlying assumptions. Arguments for two additional criteria for media comparisons are also introduced. Finally, a conceptual model for media comparisons is outlined.
2 J. A. P. Treasure(1963), in his research paper The Measurement of Advertising Effectiveness analyse that” the success or otherwise of any advertising campaign is, in the last resort, judged by the extent of any resultant change in the level of sales relative to the cost of running that campaign.” This is a robust and practical approach to the problem which will have a good deal of appeal to many people. It is also an
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