haku: @author Laband, D.N. / yhteensä: 2
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| Tekijä: | Abernethy, A.M. Laband, D.N. |
| Otsikko: | The impact of trademarks and advertisement size on yellow page call rates |
| Lehti: | Journal of Advertising Research
2004 : MAR, VOL. 44:1, p. 119-125 |
| Asiasana: | Marketing Advertising Communication Yellow pages USA |
| Vapaa asiasana: | Trademarks |
| Kieli: | eng |
| Tiivistelmä: | Split book yellow page (hereafter as: y-p.) tests randomly distribute different versions of the test advertisement (here as: ad./ads.) in the same market at the same point in time allowing direct assessment of the customer pulling power of different sizes or types of y.p. ads. Using the results from 78 split book tests, it is found that including trademarks in small in-column y-p. ads. can have a very strong influence on call rates (here as: c-r./c-rs). Partially confirming previous work, it is also found that larger ads. do generate more calls than smaller ads. However, the increase in c-rs. is not a straight line relationship. |
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