haku: @indexterm ADVERTISING MEDIA / yhteensä: 223
viite: 107 / 223
Tekijä: | Higie, R. Sewall, M. |
Otsikko: | Using Recall and Brand Preference to Evaluate Advertising Effectiveness |
Lehti: | Journal of Advertising Research
1991 : APR/MAY, VOL 31, p.56-63 |
Asiasana: | ADVERTISING MEDIA BRAND CHOICE CONSUMER BEHAVIOUR |
Kieli: | eng |
Tiivistelmä: | Day-after recall (DAR) and brand preference (PREF) are frequently used measures of ad effectiveness. The test-retest reliability analyses indicate that DAR is more reliable than PREF, and has a greater ability to infer differences among commercials. PREF results are frequently inconclusive. |
SCIMA