MEASUREMENT
"The Great Idea in advertising is far more than the sum of the recognition scores, the ratings and all the other superficial indicators of its success; it is in the realm of myth, to which measurements cannot apply."
Leo Bogart, quoted in Randall Rothenberg, Where the Suckers Moon: An Advertising Story (1994), New York: Alfred A. Knopf, p. 113.
"As I see it, this is where we stand. We measure the sales effectiveness of ads or commercials on their ability to attract attention and communicate, or on their ability to affect attitudes, or on some combination of these and we hope, and have some evidence to indicate, that we are really measuring the sales effects of the advertising"
John S. Coulson, vice president of research for Leo Burnett Company, "Ads Can Change Attitudes, Hike Sales; Effects Measurable," Marketing News, February 16, 1976, p. 5.