Portfolio Tests—Are They Here to Stay?

19618 citationsJournal Article

Authors

John C. Maloney · Accessible Designs (United States)

Abstract

The author challenges the usefulness of the recall data produced by portfolio tests as measures of the performance of print advertising. The differences between the effectiveness of these recall measures and other recall measures are considered in a new light.

Topics & Keywords

Digital Innovation in Industries

UN Sustainable Development Goals

Decent work and economic growth

Publication Details

Published in: Journal of Marketing

Volume 25, Issue 5, pp. 32-37

DOI: 10.1177/002224296102500506

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