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| Tekijä: | Hu, Y. Lodish, L.M. Krieger, A.M. |
| Otsikko: | An analysis of real world TV advertising tests: A 15-year update |
| Lehti: | Journal of Advertising Research
2007 : SEP, VOL. 47:3, p. 341-353 |
| Asiasana: | television advertising advertising effectiveness consumer behaviour |
| Kieli: | eng |
| Tiivistelmä: | This study analyses the results of 241 real world TV advertising tests conducted by Information Resources, Inc. from 1989 to 2003 to partially update the findings of Lodish (et al.) publ. in Journal of Marketing Research 32:2 , 1995. Analysed are two types of market test results, that is BehaviorScan and Matched-Market. Overall, the improvement of TV advertising sales effectiveness because of media weight increase is significantly larger than zero for established products, which is different from Lodish (et al.) finding. It is found through a further analysis that such significance is mainly driven by more recent tests. A comparison btw. the new results and Lodish (et al.) reveals a significant increase in the average advertising effectiveness for tests completed after 1995 etc. |
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