search query: @author Stewart, D.W. / total: 6
reference: 4 / 6
| Author: | Stewart, D.W. |
| Title: | Advertising wearout: What and how you measure matters |
| Journal: | Journal of Advertising Research
1999 : SEP/OCT, VOL. 39:5, p. 39-42 |
| Index terms: | Advertising Market research Consumer attitudes Advertising campaigns Methodology Measurement USA |
| Language: | eng |
| Abstract: | Two recent papers in this journal (JAR) (Blair and Rabuck, 1998 and Scott and Solomon, 1998) reach seemingly very different conclusions regarding advertising wearout. An analysis of the two papers reconciles the conclusions by showing that the two papers focus on different units of analysis, single executions versus advertising campaigns, and different measures. Other differences in the foci of the two papers are also discussed and some general conclusions about advertising wearout offered. |
SCIMA