search query: @indexterm CONSUMER RESEARCH / total: 600
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| Author: | Scipione, P. A. |
| Title: | Too much or too little? Public perceptions of advertising expenditures |
| Journal: | Journal of Advertising Research
1997 : MAY-JUN, 37:3, p. 49-58 |
| Index terms: | EFFECTIVENESS EXPENDITURE CONSUMER RESEARCH |
| Language: | eng |
| Abstract: | This consumer survey shows that most consumers don't have any idea how much firms really spend on advertising; that consumers universally over rather than under estimate ad spending; that various psychographic items have little or no ability to differentiate accurate estimators versus overestimators versus underestimators; that on the basis of gender, it is men who have relatively more accurate estimations than women; that on the basis of age, consumers age 30 and older ahve a more accurate feel for advertising spending than do younger consumers. |
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