advertising experiment

Lerappa was intended as an advertising experiment more than a vehicle for electronic commerce.

"How TV Advertising Works: A Meta-Analysis of 389 Real World Split Cable TV Advertising Experiments."

But Joel S. Wein, president of the Northern New Jersey bureau for the last seven years and the force behind the direct-mail advertising experiment, said the growing need for those services meant that the bureaus needed to be open to new ways of doing things.