haku: @author Schroeder, G. / yhteensä: 2
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| Tekijä: | Schroeder, G. Richardson, B. C. Sankaralingam, A. |
| Otsikko: | Validating STAS using BehaviorScan |
| Lehti: | Journal of Advertising Research
1997 : JUL-AUG, VOL. 37:4, p. 33-43 |
| Asiasana: | BRAND LOYALTY SALES TELEVISION ADVERTISING MEASUREMENT |
| Kieli: | eng |
| Tiivistelmä: | J. P. Jones has outlined a compelling new look at the relationship between TV advertising and product sales, but this work has come under some criticism. Important drivers of a brand's sales volume, such as brand price point levels , features and displays, brand loyalties and product distribution are not directly accounted for within Jones' STAS measure. This article attempts to validate Jones' STAS concept. BehaviorScan tests provide cases where advertising has driven incremental purchasing of the brand. The promise of this work demonstrates that a more comprehensive and robust STAS measure can be built to measure advertising. |
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