The Use of Field Experimental Observations in Estimating Advertising Recall
Open Access
- 1 November 1974
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 11 (4) , 369-378
- https://doi.org/10.1177/002224377401100402
Abstract
The results of field experimentation in advertising are often under-utilized. A model of advertising recall within an audience is presented. The model provides the basis for a schedule simulator which estimates advertising recall for a variety of schedules. The outcomes of the simulations are compared with previous research.Keywords
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