This first report from the Marketing Communications Research Unit at Cranfield describes the findings of our initial series of visits to sponsor companies. It indicates the nature of the advertising process in these participating companies and the extent to which research to measure the effectiveness of advertising has been, or is being conducted. In no way does the report attempt to reflect the whole of British Industry. On the basis of this better understanding of the position within participating companies, a series of research topics worthy of further study are identified. When this report has been digested, and the literature review (Report no. 2) completed, the MCRU will submit to sponspr companies, its detailed plan of work for 1973 and 1974
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