Steuart Henderson Britt

Are So–called Successful Advertising Campaigns Really Successful?

ABSTRACT This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a ‘classic’ - an article that has withstood the test of time. First published in 1969, Britt analysers the ‘proofs of success’ for 135 campaigns selected by 40 advertising agencies, and shows that almost none of the agencies really knew, or even could know, whether or not their campaigns were successful. He establishes clear guidelines on how to determine advertising objectives and assess whether they have been met.

Consumer behavior in theory and in action

This book is a comprehensive series of 144 edited readings designed as an introduction to consumer behavior for undergraduate students. It is intended as an extension of an earlier readings book, Consumer Behavior and the Behavioral Sciences, by the same author. A forthcoming book on research applications in consumer behavior is to be published as a companion volume. The author suggests that the three books should complement one another and provide an overview of the field. There is some question in this reviewers mind as to how the three books could be used in concert. Although there might be a rationale for using the research book in an advanced course, the two books of abridged readings appear to overlap in terms of appropriate usage if not in exact content.

What is Wrong with Advertising Education

Goals of modern advertising education are misunderstood by most practitioners and other educators, resulting in a limited number of efiective programs and insufficient support from the advertising industry.