Quantitative Analyses of the Effectiveness of TV Commercials
Open Access
- 1 August 1966
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 3 (3) , 239-245
- https://doi.org/10.1177/002224376600300303
Abstract
A test of a particular television commercial or of a print advertisement represents a sampling of dynamic respondent brand awareness and choice. A simple structural relationship is described which can provide useful insights for interpreting test results and for dealing with audience-commercial wearout phenomena.Keywords
This publication has 1 reference indexed in Scilit:
- The Remembering and Forgetting of AdvertisingJournal of Marketing, 1959