Pragmatism in Advertising Research

Abstract

Abstract This paper reports an empirical study of advertising effectiveness measurement procedures adopted in 20 major UK companies. It concludes that few adopt a total approach to company marketing communications. Pragmatism is widely perceived as more important than global theoretical structuring. The authors counter the industry evidence with an hypothesized framework for more effective pragmatic behaviour based on the evidence of existing activities. The authors argue that advertising programmes must much more seriously take into account the careful formulation of goals in a ‘total’ context embracing an understanding of how the advertiser himself believes advertising works in these markets. This paper reports one facet of a continuing programme of research sponsored by the 20 companies in the Marketing Communications Research Unit at Cranfield.