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| Tekijä: | Neal, W. D. Bathe, S. |
| Otsikko: | Using the value equation to evaluate campaign effectiveness |
| Lehti: | Journal of Advertising Research
1997 : MAY-JUN, 37:3, p. 80-85 |
| Asiasana: | VALUE ANALYSIS EQUATIONS EVALUATION EFFECTIVENESS PRODUCTS BRAND CHOICE |
| Kieli: | eng |
| Tiivistelmä: | This study addresses the issue of whether a promotional campaign improves the value of the product or service in the consumers' collective mind, thus increasing the number who would choose the product or service. The study introduces the brand value model and brand value equation demonstrating how product or service features, brand equity and price drive share of choice. The study demonstrates how the measurement of brand value can be applied to test the effectiveness of a promotional campaign in pre-test post-test scenario, and how the measurement system can differentiate between changing a brand's perceived performance and changing how consumers view the entire category. |
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