haku: @author Haley, R. / yhteensä: 2
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| Tekijä: | Haley, R. |
| Otsikko: | A rejoinder to "conclusions from the ARF copy research validity project" |
| Lehti: | Journal of Advertising Research
1994 : MAY-JUN, VOL. 34:3, p. 33-34 |
| Asiasana: | ADVERTISING RESEARCH PROJECTS |
| Kieli: | eng |
| Tiivistelmä: | If a researcher wants to understand the nature of the copy factors that are driving sales results it is essential that brand effects be removed from the database. And using comparisons between brand pairs is a good way of accomplishing that. If brand effects are not removed they are almost certain to contaminate any conclusions reahced. In other words, any analysis that that lumps together commercials for different brands without controls for brand effects is likely to find factors that make brands different rather than make copy different. |
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