An Experiment in Testing Advertising Levels By Measuring Natural Test Market Variation
نویسنده
چکیده
A field experiment utilizing a new experimental approach to measuring advertising exposure which provides a range of levels of exposure was conducted in eight main test market and eight fringe cities for a global Fortune 500 company consumer durable product. The results showed: a) targeted rating points of advertising delivered are strongly related to advertising effectiveness, and b) this effect is attributable to advertising level and to whether the members of the target audience live close to or far from the broadcast source.
منابع مشابه
Online Ads and O✏ine Sales: Measuring the E↵ects of Retail Advertising via a Controlled Experiment on Yahoo!
A randomized experiment with 1.6 million customers measures positive causal e↵ects of online advertising for a major retailer. The advertising profitably increases purchases by 5%. 93% of the increase occurs in brick-and-mortar stores; 78% of the increase derives from consumers who never click the ads. Our large sample reaches the statistical frontier for measuring economically relevant e↵ects....
متن کاملDesign of a New Instrument for Measuring Frictional Properties of Woven Fabrics
Friction measurement is one of important and interesting problems in the study of handle properties of fabrics. Different methods have been developed for measuring friction, such as sliding, KES and cyclic testing method. In this research, considering the possibilities of varying conditions in measuring friction, a new instrument by which the bottom surface of fabric can be moved and the top sl...
متن کاملTesting the brand loyalty model and types of customers in the Iranian sportswear industry
The purpose of this study was to examine the brand loyalty and types of customers (diversified and diehard customers) model in the Iranian sportswear industry, which was conducted on a case-by-case basis in bodybuilding clubs in Fars province. The method of this research was correlation which was done in the form of structural equations. 350 people participated in this study voluntarily. The ...
متن کاملA Laboratory Study of Advertising and Price Competition
We use a laboratory experiment to study advertising and pricing behavior in a market where consumers differ in price sensitivity. Equilibrium in this market entails variation in the number of firms advertising and price dispersion in advertised prices. We vary the cost to advertise as well as varying the number of competing firms. Theory predicts that advertising costs act as a facilitating dev...
متن کاملRobust Test Designs for Dynamic Marketing, Retail, and Advertising Programs (IPM70_24Aug07)
Introduction Marketing and advertising managers began “scientific advertising” in the early 1900s with split-run newspaper tests. Large publishers printed two runs of the same newspaper. Placing different versions of their advertisement (with a unique mail-in coupon) in each run, managers could measure the number of orders from each. This offered a simple way to test new pictures, copy, prices,...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
عنوان ژورنال:
دوره شماره
صفحات -
تاریخ انتشار 2013