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| Author: | Hollis, N. |
| Title: | The link between TV ad awareness and sales. New evidence from sales response modelling |
| Journal: | Journal of the Market Research Society
1994 : JAN, VOL. 36:1, p. 41-55 |
| Index terms: | TELEVISION RECEIVERS INDUSTRY SALES MARKET RESEARCH |
| Language: | eng |
| Abstract: | This paper reviews Millward Brown's involvement with sales response modelling designed to quantify the effect of advertising upon sales. It also considers the likely impact that scanner data will have on the analysis of scales for UK FMCG manufacturers. The paper then discusses the relationship between TV ad awareness and the sales effects revealed by sales response modelling. It demonstrates how the effect of a brand's inherent sales elasticity needs to be removed to show a clear relationship between incremental increases in TV ad awareness and short-term sales effects. |
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