haku: @indexterm advertising effectiveness / yhteensä: 556
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| Tekijä: | Farris, P.W. Reibstein, D.J. |
| Otsikko: | Overcontrol in advertising experiments |
| Lehti: | Journal of Advertising Research
2000 : NOV-DEC, VOL. 40:6, p. 73-78 |
| Asiasana: | ADVERTISING EFFECTIVENESS ADVERTISING RESEARCH SALES |
| Kieli: | eng |
| Tiivistelmä: | This paper argues that certain advertising experiments overcontrol the environment, and hence may mismeasure the effects of advertising. More specifically, a single-market experiment may control "away" effects of advertising. |
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