haku: @indexterm Perception / yhteensä: 272
viite: 86 / 272
| Tekijä: | Romaniuk, J. Nicholls, E. |
| Otsikko: | Evaluating advertising effects on brand perceptions: incorporating prior knowledge |
| Lehti: | International Journal of Market Research
2006 : VOL. 48:2, p.179-192 |
| Asiasana: | advertising brands perception evaluation |
| Kieli: | eng |
| Tiivistelmä: | Researchers often look at changes in responses to brand-linkage questions when assessing the effectiveness of an advertising campaign. Drawing on two cases in the fast-food and financial services markets, this paper shows how using patterns in perceptual data to create expected values can more clearly isolate the effects of advertising on brand perceptions. This technique removes the overall shifts in brand usage or the relevance of the attribute to the category, which when trying to isolate the effects of advertising a specific message are essentially noise. Removal of this noise reduces the number of changes that need attention and highlights advertising-related changes. |
SCIMA