search query: @author Longman, K. A. / total: 1
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| Author: | Longman, K. A. |
| Title: | If not effective frequency, then what? |
| Journal: | Journal of Advertising Research
1997 : JUL-AUG, VOL. 37:4, p. 44-50 |
| Index terms: | PRODUCTS BRANDS SCHEDULING EFFECTIVENESS MEDIA RESEARCH |
| Language: | eng |
| Abstract: | This article looks at short- and long-term effects of advertising exposure, using the Coalition for Brand Equity data base of short-term effects for brands in several product categories , marketing-mix studies, and recent study of repeat-purchase effects. Short-term advertising response is shown to be strongest for the first exposure and to have significant long-term effects that argue against a frequency goal even over time periods longer than a week. The results also demonstrate that there is no difference between responses among light users and heavy category users. It is shown that a poor copy cannot be rescued by additional media weight. |
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