haku: @indexterm Scheduling / yhteensä: 635
viite: 154 / 635
| Tekijä: | Longman, K. A. |
| Otsikko: | If not effective frequency, then what? |
| Lehti: | Journal of Advertising Research
1997 : JUL-AUG, VOL. 37:4, p. 44-50 |
| Asiasana: | PRODUCTS BRANDS SCHEDULING EFFECTIVENESS MEDIA RESEARCH |
| Kieli: | eng |
| Tiivistelmä: | This article looks at short- and long-term effects of advertising exposure, using the Coalition for Brand Equity data base of short-term effects for brands in several product categories , marketing-mix studies, and recent study of repeat-purchase effects. Short-term advertising response is shown to be strongest for the first exposure and to have significant long-term effects that argue against a frequency goal even over time periods longer than a week. The results also demonstrate that there is no difference between responses among light users and heavy category users. It is shown that a poor copy cannot be rescued by additional media weight. |
SCIMA