haku: @author McQuarrie, E. F. / yhteensä: 4
viite: 3 / 4
| Tekijä: | McQuarrie, E. F. |
| Otsikko: | Have laboratory experiments become detached from advertiser goals ? - A meta-analysis |
| Lehti: | Journal of Advertising Research
1998 : NOV/DEC, VOL. 38:6, p. 15-25 |
| Asiasana: | Advertising Research |
| Kieli: | eng |
| Tiivistelmä: | This meta-analysis of 443 laboratory experiments published over five decades examines the extent to which laboratory work has become detached from the goals of advertisers. Detachment occurs when the situation constructed in laboratory bears little resemblance to the conditions characterized in mass media advertising. Detachment is measured by six factors: (1) forcing exposure rather than arranging for non-focal attention to embedded advertisements; (2) failing to measure choice; (3) not incorporating competitive advertisements into the design to allow for interference; (4) taking immediate measurements instead of allowing for decay; (5) not arranging for repeated exposures; and (6) exclusively using fictitious or unfamiliar brands. The meta-analysis reveals high and growing degree of detachment, providing also empirical support. Practitioners are cautioned that the laboratory tradition appears to offer only limited information about what works in mass media advertising. |
SCIMA