Multivariate Analysis of Variance in Research on the Effectiveness of TV Commercials
Open Access
- 1 May 1974
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 11 (2) , 136-142
- https://doi.org/10.1177/002224377401100203
Abstract
Most current commercial testing procedures determine the effectiveness of a given commercial based on its performance on a single criterion. This article suggests (1) the need for measuring advertising effectiveness on a number of relevant criteria, and (2) a methodology for implementing this approach.Keywords
This publication has 1 reference indexed in Scilit:
- Analysis of Covariance: Its Nature and UsesPublished by JSTOR ,1957