The Institute of Practitioners in Advertising (IPA) is to publish an updated version of a book originally published in 1974: Testing To Destruction – A Critical Look At Advertising Research. The book was originally produced by researcher, Alan Hedges; the republished version will feature additional commentary by Sally Ford-Hutchinson and Mary Stewart-Hunter.
Commenting on the developments in the research industry nearly 24 years later, Hedges says that despite the growing sophistication of advertising research techniques, research has not made advertising any more credible or easy to understand.
The critique is available for £10 from the IPA Information Centre on 0171 235 7020, or from the IPA website at http://www.ipa.co.uk/.
IPA: 0171 235 7020
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