MEASURING IMMEDIATE RESPONSE TO ADVERTISING - WHAT YOU SEE MAY NOT BEWHAT YOU GET

Most advertising research practitioners acknowledge the methodological value of combining formal analytical techniques with graphical method s. The latter largely consist of visual examination that, as far as po ssible, allows the data to speak for themselves. We will demonstrate t hat an uncritical examination of simple]plots may often provide no ins ights or be grossly misleading. Appropriately constructed graphical vi ews, however, do help us understand the effects of advertising. In par ticular, we discover a substantial, significant effect of advertising on telephone usage which occurs immediately.